Unlocking brand equity through brand image, service quality, and customer value
نویسندگان
چکیده
منابع مشابه
Relationships among Brand Experience, Brand Personality, And Customer Experiential Value
The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in...
متن کاملReflections 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...
متن کاملChasing Brand Value: Fully Leveraging Brand Equity to Maximize Brand Value
Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting " the theoretical separation of brand equity and brand value " framework originally proposed in the Journal of Brand Management by Raggio and Leone 1 , this conceptual article looks more closely at the brand value construct and the implications of the proposed theoretical separation. The...
متن کاملStrategic brand value: Advancing use of brand equity to grow your brand and business
Businesses that intend to reap the benefits of using brand as a driver of business success need to begin the process by identifying and managing, in a more systematic and structured way, the associations that contribute to brand equity and are critical to enhancing the brand’s value and the extent that it financially impacts on the business. This paper is designed to acquaint the reader with a ...
متن کاملBrand 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...
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: BISMA (Bisnis dan Manajemen)
سال: 2021
ISSN: 2549-7790,1979-7192
DOI: 10.26740/bisma.v13n2.p94-107