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Year of publication
Subject
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Brand equity 954 Brand image 794 Markenimage 780 Brand management 716 Markenführung 680 Consumer behaviour 560 Konsumentenverhalten 521 brand equity 421 Markenwert 392 Brand 350 Markenartikel 336 Relationship marketing 187 Beziehungsmarketing 183 Social Web 118 Social web 118 Brand Equity 107 Brand loyalty 106 Marketingmanagement 103 Internet marketing 101 Online-Marketing 101 Marketing management 97 Customer satisfaction 82 Markenpolitik 76 Markentreue 73 Marketing 70 Kundenzufriedenheit 69 Deutschland 68 Germany 65 Brands 62 Corporate reputation 62 Corporate social responsibility 61 Firmenimage 59 Corporate Social Responsibility 54 Advertising effects 52 Werbewirkung 52 Service quality 51 Dienstleistungsqualität 50 Theorie 48 Theory 48 Messung 46
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Online availability
All
Undetermined 918 Free 306 CC license 39
Type of publication
All
Article 1,315 Book / Working Paper 329 Other 2
Type of publication (narrower categories)
All
Article in journal 747 Aufsatz in Zeitschrift 747 research-article 240 Hochschulschrift 87 Thesis 78 Aufsatz im Buch 70 Book section 70 Article 35 Graue Literatur 31 Non-commercial literature 31 Working Paper 27 Arbeitspapier 23 review-article 21 Dissertation u.a. Prüfungsschriften 20 Case study 19 Fallstudie 19 conceptual-paper 19 Aufsatzsammlung 15 review 14 case-report 11 Collection of articles of several authors 9 Sammelwerk 9 Conference paper 7 Konferenzbeitrag 7 Collection of articles written by one author 5 Sammlung 5 viewpoint 5 technical-paper 4 Lehrbuch 3 Textbook 3 Bibliografie enthalten 2 Bibliography included 2 Congress Report 2 Handbook 2 Handbuch 2 Ratgeber 2 Systematic review 2 Übersichtsarbeit 2 Guidebook 1 Konferenzschrift 1
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Language
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English 1,273 Undetermined 179 German 176 French 7 Lithuanian 5 Spanish 5 Portuguese 2 Polish 1 Slovenian 1
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Author
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Parguel, Béatrice 14 Benoît-Moreau, Florence 13 Gil Saura, Irene 10 Guzman, Francisco 10 Iglesias, Oriol 10 Schivinski, Bruno 10 Anselmsson, Johan 9 Calvo-Porral, Cristina 9 Keller, Kevin Lane 9 Lieven, Theo 8 Sattler, Henrik 8 Christodoulides, George 7 Dwivedi, Abhishek 7 Martínez, Eva 7 Pappu, Ravi 7 Torres, Anna 7 Bekmeier-Feuerhahn, Sigrid 6 Bentele, Günter 6 Bijmolt, Tammo H. A. 6 Khan, Bilal Mustafa 6 Liu, Chih-Hsing 6 Lévy Mangin, Jean-Pierre 6 Müller, Michael 6 Paul, Justin 6 Quester, Pascale G. 6 Shuv-Ami, Avichai 6 Tong, Xiao 6 Tribó, Josep A. 6 Zarantonello, Lia 6 de Chernatony, Leslie 6 Bauer, Hans H. 5 Berenguer Contrí, Gloria 5 Brondoni, Silvio M. 5 Buil, Isabel 5 Butt, Muhammad Mohsin 5 Chahal, Hardeep 5 Crass, Dirk 5 Czarnitzki, Dirk 5 Johnson, Lester W. 5 Kilian, Karsten 5
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Institution
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Université Paris-Dauphine (Paris IX) 8 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 6 HAL 5 Graduate School of Management, St. Petersburg State University 3 ISM University of Management and Economics 3 Université Paris-Dauphine 3 Department of Economics and Business, Universitat Pompeu Fabra 2 Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 2 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 2 Instituto sobre Desarrollo Empresarial (INDEM), Universidad Carlos III de Madrid 2 Lithuanian University of Agriculture 2 Rheinisch-Westfälische Technische Hochschule Aachen 2 Springer Fachmedien Wiesbaden 2 Wydział Zarządzania i Ekonomii, Politechnika Gdańska 2 Arbeitsgemeinschaft für Marketing 1 Barcelona Graduate School of Economics (Barcelona GSE) 1 Bauhaus-Universität Weimar 1 Bauhaus-Universitätsverlag Weimar 1 Brandenburgische Technische Universität Cottbus-Senftenberg 1 Center for Quantitative Economics (CQE), Wirtschaftswissenschaftliche Fakultät 1 Department of Agricultural and Applied Economics, University of Missouri 1 Dipartimento di Economia, Management e Metodi Quantitativi (DEMM), Università degli Studi di Milano 1 Economics Group, Nuffield College, University of Oxford 1 Edward Elgar Publishing 1 European Association of Agricultural Economists - EAAE 1 Fach Volkswirtschaftslehre, Universität Trier 1 Faculdade de Economia, Universidade do Porto 1 Fakultät für Wirtschaft und Recht, Hochschule Pforzheim 1 Georg-August-Universität Göttingen 1 Information Resources Management Association 1 Institutet för Ekonomisk Forskning, Ekonomihögskolan 1 International Colloquium on Brand, Label and Product Intelligence <2., 2021, Orléans> 1 International Institute of Social and Economic Sciences 1 Internationella Handelshögskolan, Högskolan i Jönköping 1 Jung von Matt AG <Hamburg> 1 Laboratoire de Recherche sur l'Industrie et l'Innovation (Lab.RII), Université du Littoral Côte d'Opale 1 MTP - Marketing zwischen Theorie und Praxis e.V. / Alumni 1 National Research University Higher School of Economics 1 Productivity Commission, Government of Australia 1 Sonderforschungsbereich 649: Ökonomisches Risiko, Wirtschaftswissenschaftliche Fakultät 1
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Published in...
All
Journal of Product & Brand Management 83 Journal of business research : JBR 52 European Journal of Marketing 35 Journal of Consumer Marketing 29 The journal of brand management : an international journal 27 SpringerLink / Bücher 19 The journal of product & brand management 19 Symphonya. Emerging Issues in Management 17 Journal of retailing and consumer services 16 European journal of marketing : EJM 15 International journal of hospitality management 15 Marketing Intelligence & Planning 14 Strategic Direction 14 Cogent business & management 12 Marketing intelligence & planning 11 Asia Pacific Journal of Marketing and Logistics 10 International Journal of Sports Marketing and Sponsorship 10 Journal of Business Research 10 Journal of marketing 10 Antecedents and outcomes of employee-based brand equity 9 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 9 Cogent Business & Management 8 Journal of Business & Industrial Marketing 8 Journal of hospitality & tourism research : JHTR ; the professional journal of the Council on Hotel, Restaurant, and Institutional Education 8 Journal of marketing communications 8 Journal of strategic marketing 8 Marketing Science 8 Asia Pacific journal of marketing and logistics 7 Economics Papers from University Paris Dauphine 7 Journal of marketing management : JMM ; journal of the Academy of Marketing 7 Journal of promotion management : innovations in planning and applied research 7 Sport marketing quarterly : preferred journal of the Sport Marketing Association 7 Tourism management : research, policies, practice 7 Global business review 6 Industrial marketing management : the international journal for industrial and high-tech firms 6 International Journal of Contemporary Hospitality Management 6 International journal of consumer studies 6 International journal of internet marketing and advertising : IJIMA 6 International marketing review 6 Journal of Place Management and Development 6
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Source
All
ECONIS (ZBW) 1,018 Other ZBW resources 319 RePEc 169 USB Cologne (EcoSocSci) 57 EconStor 42 BASE 41
Showing 1 - 50 of 1,646
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Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling
Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - In: Spanish journal of marketing 29 (2025) 1, pp. 114-135
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015190421
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The role of consumer-based brand equity on the prolongation of trademarks
Pfeifer, Louisa Magdalena; Schreiner, Thomas F.; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015330582
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Identifying positioning axes for building brand equity in cork fashion products
Pires, Paulo Botelho; Oliveira de Sousa, Fabiana; … - In: Central European business review : CEBR 14 (2025) 1, pp. 19-55
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015404139
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Predictive Marketing Regarding Brand Awareness of Gen Z: Brand Equity, Digital Media Content or Emotions Lead to Purchase?
Ademi, Lutfije; Zeqiri, Jusuf - In: ENTRENOVA - ENTerprise REsearch InNOVAtion 10 (2025) 1, pp. 176-190
This article investigates the effect of brand awareness, brand equity, digital media content and emotions on purchase intention of Gen Z. The scope of study is focused on people born in the period 1997 - 2012 or Gen Z in North Macedonia. The answers are retrieved from an online questionnaire,...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015403931
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The perceived value of customers: Antecedents and its effect on word-of-mouth
Nguyen, Phuong-Linh; Phan, Dinh-Quyet - In: Global Business & Finance Review (GBFR) 29 (2024) 1, pp. 101-114
Purpose: This study aims to investigate the antecedents of the customer's perceived value, including multi-channel integration and brand equity, and the impact of the perceived value on word-of-mouth. Design/methodology/approach: A quantitative approach by PLS-SEM was used in the research. This...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015098731
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Evaluating loyalty in South Africa's hotel industry: The effect of service quality and brand equity
Ragunanan, Sharmila; Cant, Michael C.; Wiid, Johannes A. - In: Economic Review: Journal of Economics and Business 22 (2024) 1, pp. 29-46
The hotel industry in South Africa is fiercely competitive, with a range of accommodation options from international chains to boutique establishments. Establishing and maintaining customer loyalty is essential for hoteliers to ensure repeat business and stand out in a crowded market. This study...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015165716
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Evaluating loyalty in South Africa's hotel industry : the effect of service quality and brand equity
Ragunanan, Sharmila; Cant, Michael C.; Wiid, Johannes A. - In: Economic review : journal of economics & business 22 (2024) 1, pp. 29-46
The hotel industry in South Africa is fiercely competitive, with a range of accommodation options from international chains to boutique establishments. Establishing and maintaining customer loyalty is essential for hoteliers to ensure repeat business and stand out in a crowded market. This study...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015154807
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The perceived value of customers : antecedents and its effect on word-of-mouth
Nguyen, Phuong-Linh; Phan, Dinh-Quyet; Nguyen Thi Uyen - In: Global business and finance review 29 (2024) 1, pp. 101-114
Purpose: This study aims to investigate the antecedents of the customer's perceived value, including multi-channel integration and brand equity, and the impact of the perceived value on word-of-mouth. Design/methodology/approach: A quantitative approach by PLS-SEM was used in the research. This...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014490981
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Branding fashion through gameplay : the branded gaming and the cool dynamics in the fashion markets. A game-theory approach
Alanadoly, Alshaimaa Bahgat; Suha Fouad Salem - In: European journal of management and business economics : … 33 (2024) 4, pp. 394-410
Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015130645
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Tracking time-varying brand equity using household panel data
Guhl, Daniel - In: Journal of business research : JBR 182 (2024), pp. 1-16
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015133004
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Exploring the dimensions of NGO donor-based brand equity : a literature review
Rios Romero, Maria Jesus; Abril Barrie, Carmen - In: Nonprofit management & leadership 35 (2024) 1, pp. 219-235
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015149412
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Customer experience quality with social robots : does trust matter?
Roy, Sanjit; Gaganpreet Singh; Sadeque, Saalem; Gruner, … - In: Technological forecasting and social change : an … 198 (2024), pp. 1-12
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015076494
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Customer-Based brand equity drivers : a leading brand of beer in Estonia
Coudounaris, Dafnis N.; Björk, Peter; Mets, Tõnis; … - In: Administrative Sciences : open access journal 14 (2024) 4, pp. 1-40
Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In order to achieve this goal, an empirical...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014526943
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Investigating the brand equity strategy of halal food in a promising emerging Islamic market in a non-Muslim country
Sungnoi, Pattareya; Soonthonsmai, Vuttichat - In: Cogent business & management 11 (2024) 1, pp. 1-22
This research study highlighted the factors that influence the brand equity strategy of halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-majority Muslim country. The study aimed to identify the influence of consumer behavior,...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014528192
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Corporate social marketing and brand equity : a case of dairy products in Vietnam
Thi Quy Vo; Tuan Nguyen-Anh - In: Cogent business & management 11 (2024) 1, pp. 1-18
The research conducted to study the impact of customers’ perceptions of corporate social marketing (CSM) on the multidimensions of brand equity in the case of dairy products in Vietnam. Research data was collected, through direct interviews, from 780 valid questionnaires responsed by customers...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014529020
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Strategic brand management in and through sport
Manoli, Argyro Elisavet - In: Journal of strategic marketing 32 (2024) 6, pp. 814-821
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015051757
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How mortality salience hurts brands with different personalities
Landgraf, Polina; Stamatogiannakis, Antonios; Yang, Haiyang - In: International journal of research in marketing : IJRM ; … 41 (2024) 2, pp. 308-324
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015057458
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The impact of brand equity on profit premium in an equilibrium framework
Sándor, Zsolt; Szőcs, Attila; Wildenbeest, Matthijs R. - In: Marketing letters : a journal of research in marketing 35 (2024) 3, pp. 423-438
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015125488
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Exploring the three-dimensional effect of corporate social responsibility on brand equity, corporate reputation, and willingness to pay : a study of the fashion industry
Gálvez-Sánchez, Francisco Jesús; Molina-Prados, Aida; … - In: Journal of retailing and consumer services 79 (2024), pp. 1-13
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015098654
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Decoding viewer behavior : a multi-faceted exploration of marketing mix, brand equity, e-WOM, and perceived value in Indonesia's film market
Jaya, Faransyah Agung; Arief, Muhtosim; Suwitho, Msi - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014486650
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Masstige scale : an alternative to measure brand equity
Alagarsamy, Subburaj; Mehrolia, Sangeeta; Paul, Justin - In: International journal of consumer studies 48 (2024) 1, pp. 1-14
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014465441
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The effect of corporate social responsibility on brand image and brand equity and its impact on consumer satisfaction
Araújo, Joana; Pereira, Inês Veiga; Duarte Santos, José - In: Administrative Sciences 13 (2023) 5, pp. 1-16
This paper aims to study the effect of corporate social responsibility (CSR) on brand image and brand equity and its impact on consumer satisfaction. The study follows a quantitative methodology, using the implementation of an online questionnaire distributed to people who bought, during the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014333262
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Effect of Social Media Marketing of Luxury Brands on Brand Equity, Customer Equity and Customer Purchase Intention
Ahmed, Rizwan Raheem; Zaidi, Erum Zahoor; Alam, Syed Hasnain - In: Amfiteatru Economic 25 (2023) 62, pp. 265-282
The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity in creating Purchase Intention and Customer equity. For this purpose, we employed structural equation modeling using Smart-PLS 3.0, the data of 312 respondents were collected through structured...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014463438
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The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands
Amer, Sally Mohamed; Elshimy, Amany Ahmed; Ezz, Moataz … - In: Cogent Business & Management 10 (2023) 3, pp. 1-22
The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity, considering the rising relevance of new luxury...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014527640
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From traditional roots to digital bytes: Can digitalizing ESG improves Ghanaian rural banks’ brand equity through stakeholder engagement, and customer loyalty?
Sarpong, Francis Atta; Sappor, Peter; Nyantakyi, George; … - In: Cogent Business & Management 10 (2023) 2, pp. 1-37
This study examines the impact of Digitalized Environmental, Social, and Governance (DESG) practices on rural banks in Ghana, focusing on their relationship with stakeholder engagement, customer loyalty, brand equity, and financial performance. The study collected data from 724 respondents,...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014527748
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Social media richness, brand equity, and business performance: An empirical analysis of food and beverage SMEs
Shandy, Venny Mellandhia; Mulyana, Asep; Harsanto, Budi - In: Cogent Business & Management 10 (2023) 2, pp. 1-15
This study examines the effect of social media richness on business performance, mediated by brand equity. The study utilizes a quantitative methodology with a sample of 232 food and beverage SMEs in Indonesia. Data were analyzed using structural equations models partial least squares (SEM PLS)....
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014527862
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The influence of social media and brand equity on business-to-business marketing
Fagundes, Ligia; Gomes-e-Souza Munaier, Christian; … - In: REGE revista de gestão 30 (2023) 3, pp. 299-313
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014431223
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The role of corporate workplace inclusivity policies, brand equity, and innovation intensity in firm profitability : a moderated mediational approach
Rahman, Mahabubur; Rodríguez-Serrano, M. Ángeles; … - In: Journal of macromarketing 43 (2023) 4, pp. 460-475
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014433505
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Impact of brand association on brand equity in organised retail sector
Choudhary, Ashish; Dawar, Sunny; Panwar, Savita - In: Marketing i menedžment innovacij : m&mi 14 (2023) 3, pp. 1-8
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014375427
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Transforming brand identity to hotel performance : the moderating effect of social capital
Fan, Daisy X. F.; Hsu, Cathy H. C.; Liu, Andy Xiaofeng - In: Journal of hospitality & tourism research : JHTR ; the … 47 (2023) 7, pp. 1270-1298
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014366192
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Brand and societal effects of using sex in advertisements targeted at adolescents : an experiment-based study
Bains, Karnika; Dewani, Prem Prakash; Jaiswal, Anand Kumar - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014387914
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Satellite fans engagement with social networking sites influence on sport team brand equity : a UGT perspective
Ahiabor, Daniel Kofi; Kosiba, John Paul Basewe; Gli, … - In: Digital business 3 (2023) 2, pp. 1-11
Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014476457
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Role of justice perception in relationship duration, brand equity, and strategic integration
Park, Jin Yong; Kim, Changju - In: Journal of business-to-business marketing 30 (2023) 4, pp. 371-394
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014447801
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Social media richness, brand equity, and business performance : an empirical analysis of food and beverage SMEs
Shandy, Venny Mellandhia; Mulyana, Asep; Harsanto, Budi - In: Cogent business & management 10 (2023) 2, pp. 1-15
This study examines the effect of social media richness on business performance, mediated by brand equity. The study utilizes a quantitative methodology with a sample of 232 food and beverage SMEs in Indonesia. Data were analyzed using structural equations models partial least squares (SEM PLS)....
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014503261
Saved in:
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From traditional roots to digital bytes : can digitalizing ESG improves Ghanaian rural banks' brand equity through stakeholder engagement, and customer loyalty?
Sarpong, Francis Atta; Sappor, Peter; Nyantakyi, George; … - In: Cogent business & management 10 (2023) 2, pp. 1-37
This study examines the impact of Digitalized Environmental, Social, and Governance (DESG) practices on rural banks in Ghana, focusing on their relationship with stakeholder engagement, customer loyalty, brand equity, and financial performance. The study collected data from 724 respondents,...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014503324
Saved in:
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The role of brand experience on brand equity : mediating effect of authenticity in new luxury fashion brands
Amer, Sally Mohamed; Elshimy, Amany Ahmed; Abo El Ezz, … - In: Cogent business & management 10 (2023) 3, pp. 1-22
The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity, considering the rising relevance of new luxury...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014505293
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Insights on NGO brand equity : a donor-based brand equity model
Rios Romero, Maria Jesus; Abril Barrie, Carmen; … - In: European journal of management and business economics : … 32 (2023) 4, pp. 452-468
Purpose The growth in the number of nongovernmental organizations (NGOs) worldwide has led to increased competition for donations. A stronger NGO brand equity will make donors more attracted to an organization, compelling them to increase both their donations and their commitment. The goal of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014507392
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Effect of social media marketing of luxury brands on brand equity, customer equity and customer purchase intention
Ahmed, Rizwan Raheem; Zaidi, Erum Zahoor; Kazmi, Syed … - In: Amfiteatru economic : an economic and business research … 25 (2023) 62, pp. 265-282
The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity in creating Purchase Intention and Customer equity. For this purpose, we employed structural equation modeling using Smart-PLS 3.0, the data of 312 respondents were collected through structured...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014464214
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A two-phase confirmatory factor analysis and structural equation modelling for customer-based brand equity framework in the smartphone industry
Shrestha, Ramesh; Kadel, Rajan; Mishra, Bhupesh Kumar - In: Decision analytics journal 8 (2023), pp. 1-14
The emergence of smartphones has brought a transformative change in the smartphone industry in terms of technological innovations and business decision-making dynamics. Smartphones have appeared in the market as the standard configuration and currently represent the fastest-growing market...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014520435
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The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries
Perera, Charitha Harshani; Nayak, Rajkishore; Nguyen, … - In: Journal of marketing communications 29 (2023) 8, pp. 770-795
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014529102
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Enhancing brand equity in branded apps : a hedonic and utilitarian motivation ́s perspective
Tran, Trang; Gugenishvili, Ilia; Muldrow, Adrienne F. - In: Journal of marketing communications 30 (2024) 3, pp. 318-343
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014529298
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Enhancing brand equity through sustainable tourism marketing : a study on home-stays in Malaysia
Janjua, Zain ul Abedin; Gengeswari Krishnapillai; … - In: Asian Academy of Management journal 28 (2023) 1, pp. 237-263
This study examined the antecedent and consequent relationship between sustainable tourism, marketing, and brand equity in the Malaysian rural community-based homestays (RCBHs) perspective. A self-administered questionnaire method was employed to collect data. Homestay operators from three...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014321357
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Social media marketing influence on the purchase interest of MS Glow Care Product
Nurcahyani, Dian Nastiti; Ishak, Asmai - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014325907
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The effects of brand equity on millennials' purchase decision for sports nutrition products in Ireland
Louvet, Denise - In: DBS business review : an international academic … 5 (2023), pp. 5-50
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014252361
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Impact of brand equity on intention to use instant coffee
Dam Tri Cuong - In: Marketing i menedžment innovacij : m&mi 14 (2023) 1, pp. 111-121
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014282029
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Increasing sales through social media marketing : the role of customer brand attachment, brand trust, and brand equity
Heidari, Shahin; Zarei, Mehrnaz; Daneshfar, Alireza; … - In: Marketing i menedžment innovacij : m&mi 14 (2023) 1, pp. 224-234
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014282108
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The effect of corporate social responsibility on brand image and brand equity and its impact on consumer satisfaction
Araújo, Joana; Pereira, Inês Veiga; Duarte Santos, José - In: Administrative Sciences : open access journal 13 (2023) 5, pp. 1-16
This paper aims to study the effect of corporate social responsibility (CSR) on brand image and brand equity and its impact on consumer satisfaction. The study follows a quantitative methodology, using the implementation of an online questionnaire distributed to people who bought, during the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014318704
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Brand communication and the mass vaccination center : stadium, team and community perspectives
Sears, Jackson; Cianfrone, Beth A.; Kellison, Timothy B. - In: International journal of sports marketing & sponsorship 24 (2023) 2, pp. 241-258
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014331363
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Investigating the effect of drivers of customer equity on continuance use intention of branded apps : a study of Instagram's app
Mirmehdi, Seyed Mehdi - In: International journal of e-business research : IJEBR ; … 19 (2023) 1, pp. 1-16
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015051232
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Grocery retailer's brand performances from brand personalities and marketing offerings
Duh, Helen Inseng; Pwaka, Oliver - In: International journal of retail and distribution management 51 (2023) 13, pp. 101-122
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014484195
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