[HTML][HTML] A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling

ÁJ Rojas-Lamorena, S Del Barrio-García… - Journal of Business …, 2022 - Elsevier
This paper analyzes the scientific research on brand equity published over the last three
decades, based on data from the Web of Science (WoS) and Scopus databases. The …

Marketing resources, performance, and competitive advantage: A review and future research directions

NS Davcik, P Sharma - Journal of Business Research, 2016 - Elsevier
Marketing scholars and practitioners recognize marketing resources as crucial drivers in the
process by which firms develop their competitive advantages and achieve higher levels of …

How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy

O Iglesias, S Markovic, J Rialp - Journal of Business Research, 2019 - Elsevier
Building a favorable sensory brand experience is crucial in services settings to strengthen
the competitive position of a brand and its equity. However, little empirical research exists in …

The effect of brand engagement and brand love upon overall brand equity and purchase intention: A moderated–mediated model

P Verma - Journal of Promotion Management, 2021 - Taylor & Francis
In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …

The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

C Veloutsou, F Guzman - Journal of Product & Brand Management, 2017 - emerald.com
Purpose By outlining the evolution of brand management research over the past 25 years,
as reported in the Journal of Product and Brand Management (JPBM), this paper aims to …

Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits

O Iglesias, S Markovic, JJ Singh, V Sierra - Journal of business ethics, 2019 - Springer
In order to be competitive in an era of ethical consumerism, brands are facing an ever-
increasing pressure to integrate ethical values into their identities and to display their ethical …

The role of brand equity in a new rebranding strategy of a private label brand

C Marques, RV da Silva, NS Davcik, RT Faria - Journal of Business …, 2020 - Elsevier
The purpose of this study is to understand the effects of the rebranding process on private
label performance output, namely, on brand equity. More specifically, the study aims to …

Impact of social media activity outcomes on brand equity

JS Lim, P Pham, JH Heinrichs - Journal of Product & Brand …, 2020 - emerald.com
Purpose Firms are increasingly using social media platforms to engage with individuals, as it
is recognized that a firm's social media activity outcomes, such as number of user comments …

Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and …

MT Ha, VTK Ngan, PND Nguyen - Business Ethics, the …, 2022 - Wiley Online Library
This work examines the impact of greenwash on green brand equity and analyses the
mediation effects of green brand image, green satisfaction and green trust as well as the …

Stakeholder relationships, brand equity, firm performance: A resource-based perspective

HMD Wang, S Sengupta - Journal of Business Research, 2016 - Elsevier
The present research investigates the links among stakeholder relationships, corporate
brand equity, and firm performance. Using the resource-based theory (RBT), the authors …