This paper approaches the subject of brand equity measurement on and offline. The existing body of research knowledge on brand equity measurement has derived from classical contexts; however, the majority of today's brands prosper simultaneously online and offline. Since branding on the Web...

Purpose – Cyber‐brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands’ equity, so that attempts can be made to increase their brands’ equity efficiently. This research aims to address the issue....

Purpose – The focus and intended contribution of this research are to understand better how retailers should strategically present external reference price information varying in the context from which it originates (online vs bricks and mortar). Design/methodology/approach – A two reference...

Purpose – This paper aims to identify how community members of a long‐established service brand, Club Med, negotiate the strategic decision made by management in 2002 to substantially alter the brand positioning. Design/methodology/approach – A mixed method approach relied on participant...

Purpose – The purpose of this paper is to provide a broad overview of the growing literature on the relationship between online consumer reviews and sales, with implications on firm actions such as pricing. Design/methodology/approach – This paper takes the form of a literature review....