Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4)...

The article reports on experimental studies indicating that the research method known as conjoint analysis could be a valuable market research tool to help companies predict which of several alternative affinity marketing or social-cause marketing affiliations would provide the best return on...

This article is an application of the customer-based brand equity (CBBE) model (Keller, 2001) to Coke in the United States and India, It shows that Coke, the brand, is interpreted differently in US and India. In US, Coke's awareness stretches beyond its immediate consumers. It is used...

American brands Coke, McDonald's, Levi's and Kellogg's are known all over the world. They command high mind and market shares in the US and Europe and are leaders in their categories. They can therefore be called "High Power Brands" (HPBs). However, their performance in the developing countries...

What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm's brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing...

While some studies have found the effect of ad expenditures on perceived quality to be positive and significant, others have shown that, under certain circumstances, ad expenditures do not impact perceived quality. Several factors have been studied as moderators of this relationship, but past...