consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. the current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. the statistical population of th...

the purpose of this paper is to investigate the role of salespromotion mix elements and crm on brand equity dimensions andalso how these dimensions are inter-related. regarding researchmethods, this study is a descriptive survey. the population of thisstudy was selected from consumers of food industry and detergent andhealth care industry. to collect the data, 240 questioners weredistributed .t...

Ever since the inception of brand values, these have become a benchmark for many data-driven strategies, eventually providing a basis for vertical/horizontal integrations, as well. In recent decades, brands have become comparable across the industries, based on their value derived either from the customer perception or in terms of the firm financials. Numerous models have been developed in time...

In the changing market scenario, insurance companies have realized the inherent value of brands and consider them ‘valuable assets’. Brand equity is the value buildup in a brand due to the positive perception of customers. The value of brand equity is the expected future revenue from the branded product as compare to unbranded product as there is proliferation of brands in the market place; ins...

Since 2000, the truth campaign has grown as a social marketing brand. Back then, truth employed branding to compete directly with the tobacco industry. In 2014, the launch of truth FinishIt reflected changes in the brand's strategy, the tobacco control environment, and youth/young adult behavior. Building on a previous validation study, the current study examined brand equity in truth FinishIt,...

by Yan-Ming Li, M.A. Washington State University May 2011 Chair: Joan L. Ellis Research has established a relationship between willingness to pay to price premium and brand equity, however, most studies used stated preference data, which are hypothetical situations. Studies using experimental auction methodology to elicit revealed preferences in branded apparel products have been minimal. The p...

Brand equity is considered as the most important aspect of branding, which is a set of brands’ assets and liabilities, its symbol or name that subtracts from or adds the value provided by a product or service to a firm and customers. The current research endeavor was to identify the interrelationship of customer-based brand equity dimensions (brand awareness, brand loyalty, brand image, and ser...

Purpose To develop understanding of how voters view the political brand by analysing the mental maps that voters create when asked to think about a political party. The analysis is both in terms of the nature of the maps and also in terms of the equity associated with a map. Methodology A consumer-oriented approach is developed for mapping the political brand. The brand maps are analysed to dis...

This paper presents an empirical examination of the relationship between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV), as well as the role of marketing in this relationship. We examine a unique database from the U.S. automobile market, comprised of 10 years of survey-based brand equity measures as well as acquisition ra...