The purpose of this research was to establish the impact of brand equity and productaugmentation on purchase decisions involving industrial commodities. The field ofinvestigation was that of industrial tyres in the South African open cast miningindustry and the sample was extracted from buying...

Brands have been considered as an asset and a source of sustainable competitive advantage by marketing authors. A company that can leverage on a strong brand can maintain and gain market share and resist pressures on price. Competitive advantages resulting from building a strong brand have more...

Events are part of the attraction of a destination and as such should be included in the integrated marketing for the destination and incorporated into a destination's branding strategy. This implies the need to evaluate the contribution of an event not just in terms of the direct financial...

Despite the popularity of sponsorship-linked marketing programs, we know little about how firms form sponsorship policies. This article describes a corporate identitysponsorship policy link and offers empirical support for it via a mixed method research design. Content analysis of 146 Fortune...

Since the emergence of the destination branding literature in 1998, there have been few studies related to performance measurement of destination brand campaigns. There has also been little interest to date in researching the extent to which a destination brand represents the host community's...

Purpose – The importance of branding in industrial contexts has increased, yet a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2B context. This paper aims to...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning,...

Mit sogenannten Premiummarken gelingt es Unternehmen immer wieder Margen zu erzielen, die deutlich über dem allgemeinen Branchendurchschnitt liegen. Fraglich ist daher, wie es zu einer entsprechend hohen Konsumentenpreisbereitschaft kommen kann, die erst überdurchschnittliche Margen erlaubt,...

Despite a long-standing tradition to view gender as a unitary theoretical construct, there is an increasing approbation afforded to gender identity as a multifarious construct. Over and above physiological characteristics, gender identity is a psychological and a social construct. More than...

Seeking to identify and further understand the variables considered when ranking specialty programs in colleges of education, this research study surveyed all deans, and associate deans responsible for graduate education, at United States institutions that offer the terminal degree in at least...