Purpose – The purpose of this paper is to provide a framework to help competitive firms find optimal pricing and brand … developed to determine optimal pricing and brand management strategies for competitive firms. Findings – The study demonstrates … that optimal pricing and brand management strategies exist for firms in a competitive market. The optimum marketing …

specific brand equity constructs, and testing the relationships between customer‐based brand equity and brand market … performance. Current literature has focused on building and conceptualizing brand equity, there is no consensus on how it should … was conducted in two phases: a consumer‐level analysis; and a brand‐level analysis. A total of 6,410 observations have …

is failure to embrace an inside‐out approach to brand development. Those universities that succeed in their branding …

Purpose – The purpose of this paper is to understand how companies can leverage brand image through brand extensions … without harming their image. It specifically seeks to analyse the influence of three variables: communication policy, brand … breadth and extension‐brand fit. Design/methodology/approach – Data were obtained from 599 individuals who took part in an …

of the total engagement model is the synergy through total brand strategy alignment throughout the company: the whole … interest to managers who seek to integrate a comprehensive, actionable brand management model throughout the company in order …

Purpose – This paper seeks to propose and test the appropriateness of a brand community within an internal branding … framework. Design/methodology/approach – Using the multidimensional constructs of brand community and the strengths of internal … – Intraorganizational brand communities are presented as a viable strategic possibility for targeting internal branding participants …

/methodology/approach – The paper uses an empirical study to test a series of hypotheses concerning the impact of customers' commitment to a brand … on their behaviors toward that brand. It then contrasts these behavioral changes with the assumptions of ethical … frameworks. Findings – Customers' behaviors toward a brand change as they become committed to the brand. They shop less, consider …

performance and financial‐based brand equity. This paper proposes that social performance leads to enhanced brand equity and …, conversely, brand equity positively influences social performance. Firm size is hypothesized to play a moderating role in the … on brand equity, but brand equity only impacts future social performance among very large firms. The positive effect of …