Literature Review: Brand Equity
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منابع مشابه
The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis
Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...
متن کاملThe Role of Brand Authenticity on Brand Equity of Football Clubs with the Mediating Role of Brand Personality
Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...
متن کاملOptimal Use of Social Media From the Perspective of Brand Equity in Startups with a Data Approach
The purpose of this study is to identify the effective factors of optimal use of social media in the brand equity of startup companies. To this end, the researcher collected the required data using snowball sampling, protocol design, and exploratory interviews with sixteen university experts, the industry in this field, and senior managers of accelerator companies and startups. Maxqda 18 softwa...
متن کاملThe Impact of Sport Financial Sponsorship on Brand Equity and Performance: Structural Equation Modeling (SEM) Approach
Background. Sport financial sponsorship can offer sport marketers the opportunities to address new audiences and enhance brand equity and companies’ performance. Objectives. The purpose of the current study was to develop a model for the role of sport financial sponsorship on brand equity of Yazd ceramic and tile companies. Methods. The current study was conducted with a survey method. Standa...
متن کاملThe effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands
The purpose of this study was to determine the effect of personality, attitude, trust and brand equity on the purchase intention of sporting goods brands. The statistical population of this study consisted of all consumers of sporting goods brands in Tehran. 386 Consumers of sporting goods brands using the convenience sampling methods completed the scales of Jones et al. (2009) brand personalit...
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