Management of brand equity has come to be viewed as critical to the optimal long-term performance of a brand. In this … paper, we evaluate the usefulness of brand equity estimates obtained from store-level data for monitoring the health of a … brand. For this purpose, we use a random coefficients logit demand model calibrated on store-level scanner data to track …

the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to … research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations … the most important and the cognitive component - the least important. The findings show that gender and brand of …

customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand … experience, as measured through sensory, emotional, behavioural, and intellectual brand experience, on customer satisfaction and … responses were collected. The participants were asked to evaluate their satisfaction and eWOM based on 6 items and their brand …

significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The …

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

opportunities, the same living standard, cultural and gastronomic offer. Therefore we can assume that the brand value and branding … identity elements and brand promises. All above mentioned can assure the realization of many advantages offered by the concept …

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand … tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper … analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication …

This research aimed to examine and explain the effect of brand image, tourist experience, and destination quality on … brand love, Word of Mouth (WOM), recommendation, and revisit intention. The research samples included 284 domestic tourists … positive WOM. Brand image, experience, and destination quality are maintained to build high brand love for Bali. These also …

to buy prescription drugs from a promoted brand name. I exploit specific characteristics of market regulation in Germany …