Purpose – This paper seeks to address the following question: What causes firms to choose brand creation vs brand acquisition for brand portfolio expansion? Design/methodology/approach – A multilevel interdisciplinary conceptual model is developed with nine factors at three levels of...

During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this article, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the...

In 2003, Pamp;G rolled out a new proprietary brand tracking system based on Keller's (2003) consumer-based brand equity framework. This system produces a brand equity score for all brands in the categories in which Pamp;G competes. In this short period of time, Pamp;G has fully embraced this new...

Purpose – Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. This paper investigates whether these effects are stable over time, or evolve in a consistent way. Design/methodology/approach – Consumer evaluations of brand...