Purpose The purpose of this paper is to: distinguish between financial brand equity and
perceptual brand equity; distinguish among different stakeholder perspectives on customer …

A substantial gap–or disconnect–exists between the stated pro-environmental beliefs and
actual consumption behaviors of purportedly green consumers. Given this complicating …

Different studies on consumer/customer-based brand equity (CBBE), have revealed varying
pictures of components and divergent relationships. The current study analyzed a large …

Despite the concept of purpose gaining attention in the business world, academic research
on purpose-driven branding is scarce and the cognitive–affective–conative categories used …

As one of the world's most valuable fish, Tuna can either be found in inexpensive tins on
grocery store shelves or on high-end auction blocks destined for Japanese sashimi and …

Building the brand equity becomes an important source of differentiation. The company
needed to improve competition, because the brand equity is very important to strengthen the …

This paper examines the effects of green marketing strategies on the dimensions of
consumer-based brand equity (CBBE). This study addresses a gap in literature green …

Brand equity, both with a financial and perceptual focus, has preoccupied researchers for
about four decades. Since financial equity is assumed to depend on perceptual equity, more …

This study investigates sustainability practices from the event participants' perspective.
Taking the China International Consumer Products Expo as a case study, this study adopts a …

Brands today rule the marketplace. Years ago, when demand exceeded supply, good, high
quality products ruled (Kotler, 2000). However, the marketplace evolved. As the quality of …