Private-label brands (PLB) today are a well-established facet in many product categories worldwide, and as such have increasingly captured the attention of researchers. Even so, the consumer-based brand equity (CBBE) of PLBs (PL-CBBE) has remained largely unexplored (Cuneo et al 2012). To help fill this void, this study examines the CBBE and its underlying dimensions of two different product ca...

Industri kosmetik saat ini sedang tumbuh dan berekembang secara pesat di Indonesia. Merek lokal yang paling digemari Indonesia ditahun 2022 adalah Wardah merupakan merek banyak diminati oleh masyarakat pada tahun dengan tingkat loyalitas tinggi. Tetapi menurut konsumen Wardah, kualitas diberikan tidak dapat memenuhi ekspetasi mereka. Hal terjadi dikarenakan produk kurang baik cocok untuk dipaka...

B has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper iden...

Social tagging is a new way to share and categorize online content that enables users to express their thoughts, perceptions, and feelings with respect to diverse concepts. In social tagging, content is connected through usergenerated keywords—“tags”—and is readily searchable through these tags. The rich associative information that social tagging provides marketers new opportunities to infer b...

Purpose of Paper This article investigates components/factors that influence stakeholders’ perception of a professional sports team brand and how these components can generate brand equity for a professional sports team. Theoretical Background Utilising the work of Gladden et al. (1998) and their initial conceptual framework, the paper develops a brand equity conceptual framework applicable to ...

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...

This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst scaling (BWS) method (Finn and Louviere, 1992; Marley and Louviere, 2005) and the more traditional confirmatory factor analysis (CFA) method. Data were collected from the Australian banking and mobile servi...