Measuring customer‐based brand equity: empirical evidence from the sportswear market in China
نویسندگان
چکیده
منابع مشابه
Leveraging Brand Equity from Market Place to Market Space
Can established newspapers leverage their offline brand equity to the online edition in order to create visits and page views? This question is key for publishers, as they are now facing a change only comparable to the advent of the printing press in the fifteenth century. In the present study, both a cross-sectional and a time-series analysis are applied to 12 Spanish newspapers. Our findings ...
متن کاملMeasuring the Financial Value of Brand Equity:
This paper introduces the perspective of a brand as a perpetual firm asset. From this perpetuity perspective, brand equity is defined as the financial value that a firm derives from customer response to the marketing of a brand. Rooted in this perpetuity perspective, brand perpetual value is developed as a financial measure of brand equity, where brand perpetual value is calculated as the value...
متن کاملDesigning the Model of Factors Affecting the Customer Based Brand Equity on Brand Performance in the Cosmetics Market
Over the past few years, many organizations have come to believe that the brand of their products and services is one of their most valuable assets. Therefore, it must be said that the brand is an asset that has a significant part of the value of the property of institutions and organizations. In this research, the building brand equity (BBE) from the customer's perspective and brand market per...
متن کاملExamining the relationships among the brand equity dimensions: Empirical evidence from fast fashion
Purpose – The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Design/methodology/approach – Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings – Th...
متن کاملMeasuring brand association strength: a consumer based brand equity approach
Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Product & Brand Management
سال: 2009
ISSN: 1061-0421
DOI: 10.1108/10610420910972783