Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese … their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand … awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple …

often use the word terroir in their press releases and communication pieces. However, the dimension of terroir that brand …

Brand names and other brand elements are often displayed on one’s body or clothes for the purpose of personal value … expression. Despite the frequency of such brand displays in the marketplace, we know little about how consumers respond to seeing … brands in this fashion. A recent view of consumer brand identification—the concept of brand engagement in self-concept (BESC …

equivalent increase. Interestingly, we also find that brand reputation has a “double” advantage. High-reputation brands are …-reputation brands. These differences in response time are a meaningful measure of brand equity. Finally, we examine the differences in …

This paper presents a technique for estimating a firm's brand equity that is based on the financial market value of the … firm. Brand equity is defined as the incremental cash flows which accrue to branded products over unbranded products. The … estimation technique extracts the value of brand equity from the value of the firm's other assets. This technique is useful for …

We develop a robust model for estimating, tracking, and managing brand equity for multicategory brands based on … analysis) and (2) relative brand importance (computed from brand choice models such as multinomial logit, heteroscedastic … extreme value, and mixed logit). We apply this model to estimate the brand equity of Allstate—a leading insurance company …