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...

nformation spreads rapidly through social media, with a steady increase in media users Indonesia each year. This presents an important concern for marketers, particularly the automotive industry, which has experienced growth car sales 2021. Information disseminated between users, known as electronic word-of-mouth (e-WOM), is believed to have impact on consumers' purchase intentions. Therefore, ...

the purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. as competition becomes more intense among companies and phenomena such as global marketing grow in...

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...

Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...

We study the optimal levels of advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. To this end, we develop and estimate a state-space model based on the Kalman filter that captures the dynamics of brand equity as influenced by its drivers that include a brand’s advertising and sales promotion expenditures. By integrating the Kalman filter with the ran...

Whilst the word brand is used widely in marketing, it is a word which has multiple meanings, and can not be clearly defined. This lack of any clear definition presents significant problem in brand theory, creating confusions and significant problems in the way in which research is formulated and undertaken. The paper examines the use of term in the study of brand equity and brand personality, a...

Current study aims to investigate the possible factors that influence online brand equity, which was measured by brand awareness, perceived quality, brand association and brand loyalty. The three predictors included in the research framework are online communication tools (which include online advertising and e-mail marketing), word of mouth and virtual community. An online questionnaire survey...