While innovation affects company efficiency, research into service is scarce and lacks consensus. In retailing, in latest years, has aroused significant interest corporate academic world. This analyses retail experience from the perspective of marketing technological perspectives to comprehend its effect on satisfaction. The main goal this explore relationship between innovation, word-of-mouth ...

brand plays an important role in contacting customers. even from the customer’s viewpoint, it is a symbol of product quality. measuring the brand equity in order to determine the brand position is of remarkable significance for companies, in particular iranian ones. the purpose of this article is to investigate the parameters that influence brand equity and provide a mathematical model for meas...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain. My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning, brand strategy, and customer characteristics. I use revenue premium as the retail level measure of b...

If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...

We investigate drivers of consumer purchase decisions when shopping experience goods online, using the context of expertise literature in business topics. Based on 60,000 books from Amazon.de, we test hypotheses on the effects of (1) “brand” characteristics (author’s background, reputation, experience, demographics), (2) product characteristics (publisher, price, page count, reading excerpts, c...

If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...

In two experiments we examine word-of-mouth (WOM) in multiple opinion settings. In Study 1, we find that (generally) the presence of congruent other opinions tended to increase the likelihood and strength of WOM compared to a situation when there was no other opinion. In addition, incongruent other opinions also have a tendency to increase WOM likelihood, but reduced strength compared to when n...

brand equity has been recognized as a key indicator for determining health of brand and it’s continuous scrutiny is an important stage in impressive brand management. one of aspects in evaluating brand equity is customer based brand equity that is customer mental evaluation for brand. perceived quality, brand loyalty and awareness with association of brand constitutes its main dimensions. this ...