The role of brand value in driving brand competitiveness has recently received attention
from marketing scholars like Winzar, Baumann, and Chu (2018). From the perspectives of …

Social media offers a myriad of opportunities for entrepreneurial marketing strategies that
leverage the power of communities, especially when they are combined with traditional …

The authors investigate the relationships between brand equity and customer acquisition,
retention, and profit margin, the key components of customer lifetime value (CLV). They …

The use of celebrities in marketing communications has become the practice of the major
companies in the emplacement of the brand in the mind of consumers. Firms are making …

Abstract Kotler popularised the Segmentation, Targeting, Positioning (STP) theory of brand
competition. This theory still dominates marketing textbooks. In this article we show how the …

This paper demonstrates that intangible assets play an important role in financial policy.
Using a proprietary database of consumer brand evaluation, I show that positive consumer …

The authors develop and validate a conditional multiplier approach for valuing branded
businesses. The approach enhances traditional multiplier-based valuation by explicitly …

The current explosion of micro-brewed beers has created a category that varies greatly in
style, quality, ingredients, sensory attributes and brand images. To establish a niche in this …

Scholars typically advise brands to stay away from public conflict with competitors as
research has focused on negative consequences—eg, price wars, escalating hostilities, and …

This paper reviews the regularly recurring deviations between buyer behaviour patterns and
predictions from the NBD-Dirichlet model. Previous studies have tended to look at one or …