The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses...

Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and...

The purpose of this study is to establish the key elements of brand equity for international students by exploring existing brand equity theory in its applicability to international higher education (HE). The main objective of this research is to enhance academic understanding of brand equity in...

This research examines how negative corporate news in the form of a significant product related crisis impacts consumer behavior towards the company’s brand. This study analyzed changes in consumer behavior towards favorite brands after a significant product related news event happened to...

Firms often give away free goods with the product that they sell. Firms often give stock options to their top management and other employees. Mixing these two practices-giving stock options to consumers who buy the firm's product-, creates a deadly brew. Large numbers of consumers can be lured...

The information and communications revolution has hastened the process of globalization in today's world of business. Consequently, businesses, even small and mid-sized companies, are confronted with cultural diversity when these companies become internationally active. Yet only few businesses...

Die Allgemeinfreiheit und rechtliche Schutzunfähigkeit von Ideen - und somit gleichermaßen von Werbeideen - gilt als eiserne Regel unserer Gesellschaft. Die Möglichkeit, bereits bestehende Ideen als Basis freischaffender Kreativität zu nutzen, sie umzuformen, neu zu erfinden und mit eigenen...

We analyze a market where firms compete in a conventional and an electronicretail channel. Consumers easily compare prices online, but some incur purchaseuncertainties on the online channel. We investigate the market shares of the two retailchannels and the prices that are charged. We find that...