Purpose This paper aims to investigate whether a message from a brand with stronger
brand equity generates more trust than a message from a brand with lower brand equity …

Bringing together theories and concepts from brand management, consumer culture theory,
marketing, communications, and design, this book provides an understanding of how …

Purpose This paper aims to examine whether perceived brand innovativeness has a
positive effect on new product evaluations, which individual variables mediate and moderate …

Increasing significance of brand equity encourages to analyse brand equity concept, its
dimensions, and their impact on purchase intentions. Understanding why customers are …

The customer-based brand equity (CBBE) framework was developed for commercial buying
purposes but has been applied in this study to institutional marketing, ie to MBA programs in …

Understanding the factors that contribute to store brand equity in the Vietnamese retailing
industry is important. This study expands the “stimuli” components in the stimuli–organism …

This book gathers and explains the key brand analysis tools that measure brand
effectiveness and awareness along the customer journey. Rather than considering how to …

Objective: Competitive performance between brands can be gauged by perceptual
consumer indicators. The lack of a reference regarding this performance can hinder the …

The purpose of this study was to determine what factors affect purchase intention with the
variables used are surveillance, social interaction, information sharing, remuneration …

Sažetak Kreiranje marke turističke destinacije je proces koji zauzima važno mjesto u
turizmu. U kontekstu marketinga za turističku destinaciju marka više ne čini samo ime …