Purpose Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score....

Purpose – The publication of papers in scholarly journals is an important channel for the dissemination of academic knowledge. Analyzing academic content provides useful insights into how services marketing evolves over a selected time frame. The purpose of this paper is to determine key...

Purpose – The purpose of this paper is to introduce the global text project (GTP) case. The unique developments of the case provide insight of the many challenges and opportunities created within the open source movement. Design/methodology/approach – A case study was used to illustrate some...

Purpose – The rise of social media and its resultant impact on brand management has become a critical factor in guarding the reputation of the firm. Consumer‐generated content has the potential to spread rapidly over social networks and the implications are that advertising as traditionally...