Purpose – The purpose of this paper is to consider how product characteristics, segment differences, and brand‐name effects determine the price structure of the new car market. Design/methodology/approach – The authors design and implement a hedonic price model that includes functional...

Purpose – This paper aims to empirically examine the brand impact of intra‐brand platform sharing. Design/methodology/approach – The study uses two real platform‐sharing examples from the automobile and consumer electronics industries in an experimental setting. Findings – The study...

Purpose – The purpose of this paper is to provide a framework to help competitive firms find optimal pricing and brand management strategies in order to maximize their respective profits. Design/methodology/approach – A game‐theoretic model is developed to determine optimal pricing and...

Purpose – The purpose of this paper is to attempt to bridge a gap in literature by defining and operationalizing specific brand equity constructs, and testing the relationships between customer‐based brand equity and brand market performance. Current literature has focused on building and...

Purpose – The purpose of this paper is to examine the essential role that internal branding plays in successful university settings. Design/methodology/approach – Case studies from businesses and universities, as well as reviews of the pertinent literature and research, provide the data for...

Purpose – Businesses today face a number of difficult challenges that make customer engagement more important than ever. The usual way in which businesses operate makes it difficult to achieve high levels of consumer engagement. Perhaps the main problem with all the bits and pieces of ideas...