This study aims to determine the effect of brand equity and country origin on customer behavior. uses a survey method, with correlational approach. The location research was carried out in 5 Snenior High School Sukabumi City entire population class 12. Sampling using purpose sample technique as many 169 290 by collecting data quizonoer. analysis descriptive analysis, multiple linear regression ...

The use of price promotions to stimulate brand and firm performance is increasing. We discuss how (i) the availability of longer scanner data time series, and (ii) persistence modelling, have lead to greater insights into the dynamic effects of price promotions, as one can now quantify their immediate, short-run, and long-run effectiveness. We review recent methodological developments, and illu...

This study uses multivariate analysis to assess the basic question asked by resource-based view researchers: Do organizational resources and capabilities account for variations in firm performance? An analysis of survey responses of 93 industrial enterprises in Israel indicates that superiority of an industrial enterprise, in terms of four performance measures (return on sales, return on equity...

As a result of the 2008 global economic recession, consumers have less income and have turned to less expensive brands and retail stores. This study examines the relationships of consumer demographics, shopping behavior, and the marketing activities (mix) that influence customer-based brand equity. A sample of 435 hypermarket shoppers is classified by low, middle, and high income segments. Usin...

This paper introduces the perspective of a brand as a perpetual firm asset. From this perpetuity perspective, brand equity is defined as the financial value that a firm derives from customer response to the marketing of a brand. Rooted in this perpetuity perspective, brand perpetual value is developed as a financial measure of brand equity, where brand perpetual value is calculated as the value...