In this research paper, author investigates the parameters of viral marketing effecting media (ediscussion, websites, online chat, email etc) parameters that have effect over the brand equity of different products and services. The study emphasizes on the antecedents of viral marketing influencing the brand equity of products and services through ISMBE Model. Finally, the study focuses on the m...

What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that research...

Brand equity, key to the evaluation of marketing performance, exists in the minds and, figuratively, hearts of consumers, and other market place players; but is largely assessed on the basis of their observed behaviours. Such indirect measures are typically relative (to other brands), e.g. market share and relative price, whereas direct measures such as. awareness and attitudes, are conventiona...

One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...

This review describes how insights from cognitive and behavioral neurosciences are helping to organize and interpret the relationship between consumers and brands. Two components of brand equity—consumer brand knowledge and consumer responses—are discussed. First, it is argued that consumer brand knowledge consists of multiple forms of memories that are encoded in the brain, including well-esta...

In this paper, we develop a structural model of household behavior in an environment where there is uncertainty about brand attributes, and both prices and advertising signal brand quality. Four quality signaling mechanisms are at work in the model: 1) price signals quality, 2) advertising frequency signals quality, 3) advertising content provides direct (but noisy) information about quality, a...