brand SKUs over several months or a year. Though manufacturers spend much of their marketing budget on trade promotions … no adverse effect on the brand's market share, as predicted. To generalize the model beyond the specific category where …

The research proposes a methodology allowing both the construction of a brand personality scale and the test of the … ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and … confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands …

equivalent increase. Interestingly, we also find that brand reputation has a “double” advantage. High-reputation brands are …-reputation brands. These differences in response time are a meaningful measure of brand equity. Finally, we examine the differences in …

This paper presents a technique for estimating a firm's brand equity that is based on the financial market value of the … firm. Brand equity is defined as the incremental cash flows which accrue to branded products over unbranded products. The … estimation technique extracts the value of brand equity from the value of the firm's other assets. This technique is useful for …

We develop a robust model for estimating, tracking, and managing brand equity for multicategory brands based on … analysis) and (2) relative brand importance (computed from brand choice models such as multinomial logit, heteroscedastic … extreme value, and mixed logit). We apply this model to estimate the brand equity of Allstate—a leading insurance company …

marketing communications and brand management. An underlying question for this research is whether, how, and under what … circumstances the portrayal of a family business identity influences corporate brand equity. Research in brand management clarifies … the importance of learning how consumer behavior is influenced by brand leveraging beyond the core product or company …

an employer brand to find the best employee out of the fitting ones and to tie those best employees to the company …

perspective, for instance, creating, managing, and defending a brand is no longer exclusive role of manufacturers. Every player of … the supply chain could have one. The concept of brand has not exhausted its ability to attract new customers. On the … contrary, brand strategy is still a marketing corner stone. Everyone who aspires to gain part of the value generated from the …

This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the … results illustrate the possibilities for the brand to increase value for customers and enhance the competitiveness of the …

This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the … results illustrate the possibilities for the brand to increase value for customers and enhance the competitiveness of the …