To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relatio...

Brilliant brand images have become increasingly essential to the longevity and popularity of products in today’s marketplace. Although much research has covered the theoretical aspects of brand image, little has focused on the actual techniques used to create successful brand images and the criteria by which brand images should be judged. By comparing the brand image of the Magical Gatherings v...

Developed to address the challenges of the social web, this study aims to determine how consumers’ involvement in user-generated content (UGC) affects brand equity. The formation and testing of a conceptual model addresses a gap in the literature by exploring links between UGC, involvement and consumer-based brand equity. Based on previous research complemented by depth interviews with experts,...

The authors propose a new approach for measuring, analyzing, and predicting a brand’s equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The incremental contribution is driven by the individual customer’s incremental choice probability for the ...

[Excerpt] Despite the importance of the first stage of recruitment, there has been limited research regarding the factors that influence job seekers’ decisions during this stage or how firms can systematically impact those factors (Barber, 1998). There is some evidence that employment brand equity (Cable & Turban, 2001; Collins & Stevens, 2002) affect job seekers’ attraction to and intentions t...

In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a universal concept regardless of its setting, the need for achieving emotional attachment also holds fo...

Building on the extant research on branding and social media, this study examines the nature of an online brand community as a B2B brand communication platform through netnographic analysis of the CISCO LinkedIn Group discussions. The empirical analysis yielded four distinct themes characterizing B2B brand communication within the online community that contribute to the existing theory: company...