• Publications
  • Influence
Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation
Classical models of brand management pay insufficient attention to staff as brand builders, placing more emphasis on external issues such as image. This paper explores the significant contributionExpand
  • 747
  • 60
Examining the role of advertising and sales promotions in brand equity creation
This study explores the relationships between two central elements of marketing communication programs — advertising and sales promotions — and their impact on brand equity creation. In particular,Expand
  • 340
  • 39
  • PDF
The influence of brand equity on consumer responses
Purpose: The purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers' responses using data from twoExpand
  • 231
  • 38
The criteria for successful services brands
There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product‐based branding advice. To contribute to services brandingExpand
  • 390
  • 29
Would a Brand Smell any Sweeter by a Corporate Name
While there is growing interest in the topic of corporate brands, there is confusion about what this means and how to achieve brand coherence. This paper argues that the brand concept is contextExpand
  • 193
  • 25
From brand vision to brand evaluation : strategically building and sustaining brands
A balanced perspective on brands The diverse interpretations of 'brand' A strategic process for building integrated brands Brand visioning The importance of organizational culture on brands SettingExpand
  • 187
  • 25
Consumer engagement with self-expressive brands: brand love and WOM outcomes
Purpose: The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook "likes". It explores the extent to which these brands are self-expressive and examinesExpand
  • 261
  • 21
  • PDF
A cross‐national validation of the consumer‐based brand equity scale
Purpose – This study seeks to investigate the measurement invariance of the consumer‐based brand equity scale across two samples of UK and Spanish consumers.Design/methodology/approach – Brand equityExpand
  • 227
  • 20
Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model
Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness ofExpand
  • 372
  • 19
  • PDF
Conceptualising and Measuring the Equity of Online Brands
Although brand equity is an important source of competitive advantage online, previous conceptualisations and measures overlook the unique characteristics of the internet that render consumersExpand
  • 191
  • 15
...
1
2
3
4
5
...