The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the … limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in … this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand …

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to … research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations … the most important and the cognitive component - the least important. The findings show that gender and brand of …

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 …

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 …

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 …

. To further elucidate the contribution of the vmPFC in brand preference, we designed a functional magnetic resonance … vmPFC may be unimportant in the decision stage of brand preference, questioning theories that postulate that the vmPFC is in … brand preference only after the decision process …

The consolidation of retailers across markets has considerably altered the competitive dynamics between leading brand … manufacturers and retailers. The era in which brand manufacturers dictate the game to compliant retailers is long gone. Nowadays … private label brands (PLB) and actively seek brand manufacturers to supply them. For brand manufacturers supplying PLB may …

clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing …, most times, affects positively the “value equity” and the “brand equity”. In a small research we have found a tendency of …

sample, one major museum with a highly recognized brand closed temporarily and sequentially collaborated with two established …, suggesting brand complementarities. Second, a sub-group of customers who previously purchased from either or both of the museums … display decreased demand, consistent with brand dilution. Any structural approach that models the demand for collaboration …