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 the context of conjoint measurement. In total, 5,364 respondents participated in …

customer values and to translate those values into brand identity differentiators and product specifications. Design …/methodology/approach – The authors adapt a product development analysis tool, the Value Opportunity Analysis (VOA), to the design of a brand … illustrates how the VOA was used as a tool for evaluating and crafting both a brand identity, and shows how the brand identity …

Purpose – The purpose of this paper is to consider how product characteristics, segment differences, and brand … hedonic price model that includes functional characteristics and addresses segment and brand heterogeneity. Findings – The … application of the model to an extensive dataset supports the hypotheses of segment differences and brand‐name effects. In …

Purpose – This paper aims to empirically examine the brand impact of intra‐brand platform sharing. Design … experimental setting. Findings – The study finds that intra‐brand platform sharing caused no damage to brand equity in either … are popular with this demographic which is a key target market for the tested industries. The study also tests intra‐brand …

Purpose – The purpose of this paper is to provide a framework to help competitive firms find optimal pricing and brand … developed to determine optimal pricing and brand management strategies for competitive firms. Findings – The study demonstrates … that optimal pricing and brand management strategies exist for firms in a competitive market. The optimum marketing …

specific brand equity constructs, and testing the relationships between customer‐based brand equity and brand market … performance. Current literature has focused on building and conceptualizing brand equity, there is no consensus on how it should … was conducted in two phases: a consumer‐level analysis; and a brand‐level analysis. A total of 6,410 observations have …

is failure to embrace an inside‐out approach to brand development. Those universities that succeed in their branding …