brand equity
This topic currently groups 9 published articles across 9 issues.
The impact of corporate rebranding on brand equity and firm performance
Sohini Nana • Rejoice Tobias-Mamina • Norman Chiliya • Eugine Tafadzwa Maziriri
Volume 13 Issue 04 · 02 Jul 2019
Rebranding has become a very important strategic tool for companies wanting to succeed in this ever-competitive business world using the principles of rebranding. Companies may occasionally discover that they may have t…
The impact of social media marketing on brand equity - A perspective of the telecommunication industry in Ghana
George Kofi Amoako • Bernard K. Okpattah • Emmanuel Arthur
Volume 13 Issue 03 · 01 Apr 2019
Purpose - As the digital version of word-of-mouth, social media represents the materialization, storage, and retrieval of word-of-mouth content online. The study examined the social media marketing activities of Vodafon…
The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: The case of Egypt
Heba Sadek • Sarah Elwy • Mohamed Eldallal
Volume 12 Issue 2 · 19 Jan 2018
The purpose of this paper is to examine the impact of firm-created and user-generated social media brand communication on five consumer-based brand equity (CBBE) dimensions through Facebook on the Egyptian fast-moving c…
Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan
Zara Aqeel • Muhammad Imran Hanif • Muhammad Shaukat Malik
Volume 12 Issue 1 · 05 Oct 2017
Brand Equity is an important concept in marketing academia and practice. It has long been studied but still there are gaps to be filled. The research aims to explain marketers of how br…
Investigating the major marketing communication tools and their impact on building bank brand equity in the Egyptian context A customer perspective
Heba Sadek • Peter Redding • Passant Tantawi
Volume 10 Issue 1 · 04 Nov 2015
The purpose of this study is to identify the major marketing communication tools that are beneficial on building bank brand equity through customer-based brand equity dimensions (CBBE) (brand awareness, brand perceived…
The effect of corporate reputation on retailer brand equity: A study of two South African grocery chains
Justin Beneke • Victoria Chamberlain • Raeesah Chohan • Martin Neethling
Volume 09 Issue 2 · 16 May 2015
In the current economic climate, competition between retailers is high and customers face numerous choices. Smart retailers can learn to manage their corporate reputation and brand equity as strategic tools in the fight…
An exploration of brand equity antecedents concerning brand loyalty: A cognitive, affective, and conative perspective
Delisia R. Matthews • Junghwa Son • Kittichai Watchravesringkan
Volume 09 Issue 1 · 09 Nov 2014
The purpose of this study was to identify and assess the antecedents of brand loyalty from the perspective of Oliver’s (1997) cognitive, affective, and conative theorization of consumer loyalty. A con…
The impact of 'Brand equity' determinants on consumer's purchase decisions. A case study of the processed food sector in the national capital region of India
Mukund Kumar
Volume 06 Issue 1 · 28 Jan 2013
Empirical studies on consumption patterns provide important insights into the theoretical aspects of consumer demand, through highlighting the changing habits and preferences of consumers over the years. After seventh f…
A Conceptual Model of Brand Extensions in the Hospitality Industry
JungKook Lee, PhD • Alastair M. Morrison, PhD • Soo Cheong (Shawn) Jang, PhD
Volume 02 Issue 2 · 28 Feb 2012
Incumbent traditional brands have an initial advantage over new entrants to a market. With traditional brands, marketers have spent many dollars and many years to establish brand awareness and build equity. Building and…