Recently, retailers have begun considering which brands they can delist without reducing customer satisfaction, losing category sales, or increasing store switching behavior. Although several studies have considered assortment reductions, none has explicitly investigated the impact of total...

Building a strong brand identity is central for increasing brand equity. As a result, oftentimes, brands develop differentiation strategies in order to stand out from competitors. Yet, is value always gained through differentiation, or is it possible that some value could be forfeited by...

Advocates of management of service innovation see this area as a new and promising research field. As services are increasingly becoming driving forces of economies, the introduction of new services to satisfy customer needs is becoming a critical issue for managers. This research attempts to...

When both high-equity and low-equity brands experience an innovation failure, does the high-equity brand fare better? This study investigates this question by exploring how consumers view and evaluate brands following an innovation failure. The researchers examine whether brand equity,...

The interest that the brand has raised comes from the highly visible attempt of organisations to identify means to differentiate themselves in the new economic conditions imposed by the features of globalised markets. This paper presents a vast process of analysis, systematization and synthesis...

A brand strategy is essentially an approach that guides every aspect of a business. It must do so that the brand corresponds to the four D: desired by the consumer, deliverable, distinct from the competition and durable over time. It is a model that tells you both how to run a business and how...

The study reported in this paper explores the measurement of marketing performance across different business sectors. It concerns the measures collected, their relative importance and whether business characteristics (e.g. firm size, sector) differentiate such practices. The extent to which...

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...