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Producing a Measure of Brand Equity by Decomposing Brand-Benefit Beliefs into Brand and Attribute Sources

Raggio, Randle D. - 2009

In 2003, Pamp;G rolled out a new proprietary brand tracking system based on Keller's (2003) consumer-based brand equity framework. This system produces a brand equity score for all brands in the categories in which Pamp;G competes. In this short period of time, Pamp;G has fully embraced this new...

Persistent link: https://www.econbiz.de/10012721662

The Interplay between Cumulative Customer Satisfaction and Brand Value : Its Effect on Cash Flow, ROI and Tobin's Q

Angulo, Luis Fernando - 2008

This research focuses its attention to empirically investigate the interplay between cumulative customer satisfaction and brand value as well as its effect over firms' performance. As literature review suggests, both cumulative customer satisfaction and brand value have been probed as regards...

Persistent link: https://www.econbiz.de/10012726365

Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions : A Multi-Experiment Analysis

Rajagopal, Dr - 2008

The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. Information inflow on brands and...

Persistent link: https://www.econbiz.de/10012727247

The Competitive Success of the Brand : A New Management and Marketing Approach

Danciu, Victor - 2007

A brand management framework is routinely advocated in gaining market share leadership within a product market, with consequent advantages accruing to the leading brand. Such a marketing-mix-based approach often fails to explain the absolute dominance of a leader over all other brands,...

Persistent link: https://www.econbiz.de/10012729493

A Leverage Theory of Reputation Building with Co-Branding : Complementarity in Reputation Building

Choi, Jay Pil - 2007

We present a leverage theory of reputation building with co-branding. We show that under certain conditions, co-branding … true cause of product failure. We find that co-branding facilitates the process in which a THORN;rm in the new sector to … signal its product quality only if the co-branding sectors produce complementary inputs and consumers face a cross …

Persistent link: https://www.econbiz.de/10012729552

Brand Metrics : A Tool to Measure Performance

Rajagopal, Dr - 2007

An increasing interest in the continuous evaluation of brand performance has been observed in both managers and academics over recent past using metrics approach. This paper discusses the essential components of a brand metrics strategy and application of brand scorecard as an integrated...

Persistent link: https://www.econbiz.de/10012730824

Architecting Brands : Managerial Process and Control for Emerging Enterprises

Rajagopal, Dr - 2006

Brand architecture may be understood in reference to an integrated approach of a firm directed towards the design and management of its brand portfolio. Broadly, brand architecture is concerned with the pedigree of brands of a firm, role of specific brands and the relationship between...

Persistent link: https://www.econbiz.de/10012733269

FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember

Hariyana, Nanik - 2017

Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with...

Persistent link: https://www.econbiz.de/10012951034

The Effectiveness of Information Architecture Design Towards Brand Equity

Bayunitri, Bunga Indah - 2017

Objective – The paper aims to investigate the effectiveness of information architecture design towards brand equity in the case of GO-JEK company.Methodology/Technique – Types of research are a descriptive analysis and causal also measuring a conclusion by using a regression analysis and for...

Persistent link: https://www.econbiz.de/10012951674

The Moderating Roles of Chinese Consumers' Social System Confidence on the Effects of Achievement Values Reflected in a Brand and Its Advertising on Brand Attitudes

Choi, Nak-Hwan - 2017

As the market is playing an increasingly important role in the Chinese economy, we ask which value the Chinese people will support, what effect the endorsed value (i.e., achievement) will have on consumers' social system confidence, and how brand symbolism can function in adapting to the social...

Persistent link: https://www.econbiz.de/10012952358