Purpose – The purpose of this paper is to empirically test the consumer‐centered approach to brand management theorized by Rust, Zeithaml and Lemon in 2004 to assist companies in reducing the depreciation of brand equity. Design/methodology/approach – Brand equity was operationalized in...

Purpose – Innovation cannot come without in‐depth understanding of the product and its consumer perception. This paper aims to show the approach for consumer‐centric re‐development strategy, from design of the experiment to execution, analysis, modeling and strategies for implementation....

During the past thirty years, companies have recognized the consumer as the key driver for business and product success. This recognition has, in turn, generated its own drivers: sensory analysis and marketing research, leading first to a culture promoting the expert and then evolving into the...