The Intergenerational Influence (IGI) is the transmission of beliefs, perceptions, cognition, attitudes and behaviors from one generation to another. It is a fundamental mechanism by which culture is sustained over time. Its key elements are embedded within socialization theory.Reverse IGI...

The Intergenerational Influence (IGI) is the transmission of beliefs, perceptions, cognition, attitudes and behaviors from one generation to another. It is a fundamental mechanism by which culture is sustained over time. Its key elements are embedded within socialization theory.Reverse IGI...

Social media has become a favourite non-conventional marketing media. Important aspects in social media are word of mouth (WOM) and the number of communication form and conversation between different parties. Bear Brand milk is a product built by its consumer through WOM. The objectives of this...

Most marketing practitioners and scholars agree that marketing assets such as brand equity significantly contribute to a firm’s financial performance. In this paper, we model brand equity as an unobservable stock that results from up to 30 years of past brand-related investment flows. Using...

This study aims to estimate the impact of brand as the most important intangible marketing asset on firm value, measured by share return in some Arab emerging market, as well analyze the moderating role of agency costs in the relationship between share return and brand. We use the Ohlson model...

Tourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers-visitors. The aim of this paper is therefore to verify and modify the model of customer-based brand...

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietnam. The paper uses quantitative research...

Die wertmäßige Gesamtwirkung einer Marke wird als Markenwert bezeichnet. Der Wert einer Marke dient dem Management zur Markensteuerung sowie als Führungsund Informationsinstrument. Der Markenwert stellt die zentrale Kenngröße im Markencontrolling dar und gilt als wichtiger Treiber des...

In spite of the importance of the brand management in marketing studies and practice, there is a scarcity of prior research on the links between brand equity and financial performance, particularly in unlisted (unquoted) firms. The study contributes to prior research along a number of...

The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana's fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social...