Brand Policy and Brand Equity

Brand Equity, Brand Loyalty and Consumer Satisfaction

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal selfcongruence, brand identification and life...

The impact of brand equity on price premium, brand extension, brand preference and purchase intention

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

Literature Review: Brand Equity

The Role of Trust on Brand Loyalty and Brand Equity

This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

Reflections about Brand Equity, Brand Value and their Consequences

Although brand equity is a widely accepted concept, its definition is frustratingly elusive (Knowles, 2008). Our aim thereby is to point the direction for future research on the conceptualization of brand equity, as well as to encourage theoretical and empirical studies that assess its possible consequences. We argue for the need to distinguish between brand equity and brand value, which, altho...