This paper addresses the marketing concept of brand equity from a semiotic perspective, by demonstrating why and how … the notions of code/subcode are central in accounting for the multifarious dimensions of brand value. Based on the basic … premises that surplus of meaning is reflected in surplus financial value in the concept of brand equity and that brand equity …

sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty …. Brand loyalty is still a researchable area. Brand loyalty has become a vital strategy and has greatly contributed to brands … success. Brand loyalty is affected by many variables. This study aims at identifying the impact of brand awareness, image and …

procompetitive rationale for RPM - resolving the incentive incompatibility between the brand manufacturer and the retailers that sell … that brand. Retailers commonly have insufficient incentive to carry and promote products that, if effective distribution … of encouraging retailers to carry and promote the manufacturer's brand, but challenge his measure of procompetitive …

how his brand theory of trademark law will avoid the incoherence and problems from which trademark currently suffers and …

In this paper, we investigate how retailer competition and asymmetry affect store brand strategy when some of the … used to shield consumers loyal to the national brand from price sensitive one-stop shoppers. When the intensity of …-stop shoppers only if the margin from them is large enough. The above results imply that national brand prices may rise after the …

competitive brand advantage. To address this research purpose, this study develops a strategic framework that blends brand … managing brand heritage successfully requires consistency in organizational adaptability and resilience along with a strong … demonstrates that by nurturing institution trait constancy over time, a competitive brand edge can be crafted, which further …

Many studies discuss the proliferation of brand extensions (eg. Romeo, 1991; Han, 1998; Milberg, Whan Park and McCarthy … incidence of brand extensions in three geographic consumer goods markets: US and UK and Australia. The study conducts a detailed … available in the online stores, appear in just a single product category. Of the remaining 25% of brands classified as brand …

The general objective of this study is to examine the evolution of the concept of brand literacy and measure the … the instrument will be validated using the appropriate statistical tools. The study aims at describing the brand literacy … among consumers in reinforcing brand choices in reference to brand image, brand attributes, brand communication (verbal and …

Negative consumer emotion towards brand like brand hate is a common phenomenon nowadays which causes anti-brand actions …. This study aims to find out the influence of unfavorable brand image and negative past experiences on consumer brand hate … used to analyze the data. The findings of the study suggest that negative brand image has significant influence on consumer …