facilitator in the process. Therefore, linguistic concept assessment models are proposed to confirm the “brand as category …” hypothesis evident in an example brand. Design/methodology/approach – The study extended conventional semantic differentiation … (SD) methodologies; sets of bi‐polar measures of concept properties describing the concept “semantic space”, to the brand …

to study the impact of platform‐sharing on preference and willingness to pay for a unique brand. Findings – Study 1 finds … that sharing a platform with an upscale brand is preferable to sharing with a downscale brand, although results are mixed … on whether a unique‐to‐brand platform is preferred to sharing with an upscale brand. Study 2 finds that unique‐to‐brand …

Purpose – The paper seeks to contribute to the understanding of brand portfolio management by examining the brand … develop, or not, a brand portfolio strategy, and how brand portfolio management can create a higher and stronger level of … aggregation of brands is not in and of itself a brand portfolio. The juxtaposition of brands is one of the elements, but not the …

Purpose – The purpose of this paper is to empirically test the consumer‐centered approach to brand management theorized … by Rust, Zeithaml and Lemon in 2004 to assist companies in reducing the depreciation of brand equity. Design …/methodology/approach – Brand equity was operationalized in the context of conjoint measurement. In total, 5,364 respondents participated in …

customer values and to translate those values into brand identity differentiators and product specifications. Design …/methodology/approach – The authors adapt a product development analysis tool, the Value Opportunity Analysis (VOA), to the design of a brand … illustrates how the VOA was used as a tool for evaluating and crafting both a brand identity, and shows how the brand identity …

Purpose – The purpose of this paper is to consider how product characteristics, segment differences, and brand … hedonic price model that includes functional characteristics and addresses segment and brand heterogeneity. Findings – The … application of the model to an extensive dataset supports the hypotheses of segment differences and brand‐name effects. In …

Purpose – This paper aims to empirically examine the brand impact of intra‐brand platform sharing. Design … experimental setting. Findings – The study finds that intra‐brand platform sharing caused no damage to brand equity in either … are popular with this demographic which is a key target market for the tested industries. The study also tests intra‐brand …