An Analysis Of Brand Equity Determinants: Gross Profit, Advertising, Research, And Development

@article{Smith2011AnAO,
  title={An Analysis Of Brand Equity Determinants: Gross Profit, Advertising, Research, And Development},
  author={David J Smith and Nikola Gradojevic and Wray Irwin},
  journal={Journal of Business \& Economics Research},
  year={2011},
  volume={5}
}
The topic of brand equity continues to be of great importance to private sector firms in the creation and development of both product and company brand strategy. This study analyzes the relationship of different variables and brand equity with the purpose of providing useful insight into brand management and advancement. This research approach is unique in its use of private sector generated measures of brand equity as the main data source. The methodology entails collecting financial… Expand

Figures and Tables from this paper

DETERMINANTS OF BRAND EQUITY: AN EMPIRICAL STUDY OF IT INDUSTRY
The performance of any brand can be measured by many methods. One of the widely used ways to calculate brand performance is through brand equity. Brand equity can be observed by customer’sExpand
The effect of strategic factors and the role of relationship quality as mediator on brand equity of automotive industry
Building brand equity in today’s competitive markets is important for organizations. A number of strategic factors such as advertising, product innovation, product quality, and country of originExpand
THE EFFECT OF BRAND EQUITY ON THE RETURN OF LISTED FIRMS ON TEHRAN STOCK EXCHANGE
The more world markets become competitive, the more companies spend large amounts of money to be victorious in this competitive market and be able to place value for their shareholders by creatingExpand
Brand equity and corporate responsibility
During the last decades, brand equity has been a priority topic for both practitioners and academics. In accordance with the structural changes in the economic settings caused by the so-called "newExpand
Facets of business-to-business brand equity: mixed-methods approach
Purpose The purpose of this paper is to highlight various aspects of business-to-business brand equity (B2BBE) and explain relative impact of marketing/advertising, research and development (R&D),Expand
Brand Equity in Accountancy Firms: The mediating Role of Fundamental Principles
Purpose: This current study examines clients’ perception of external audit employees’ behavior on brand equity in professional accountancy context. Design/methodology/approach: The study employs aExpand
THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY ON CONSUMER LOYALTY
More firms today are beginning to realise the importance of corporate social responsibility (CSR), and its impact on societal well being, apart from the overall governance of the supply chainExpand
Chasing the Fame: Investing in Brand Equity
This paper examines the relationship between a firm’s brand equity and its investment value. “Brand equity is defined as the incremental cash flows which accrue to branded products over unbrandedExpand
Corporate Social Responsibility and Brand Value in Luxury
With a combined annual revenue of approximately $250 billion dollars, the luxury industry is highly significant, from a financial and commercial point of view. Within luxury, an area that is becomingExpand
CONTRASTING MULTIPLE MODELS OF BRAND EQUITY'S ROLE IN CONSUMER DECISION MAKING
Brand Equity is a common phrase in consumer research, but there is still a lot of ambiguity surrounding the measurement of this concept (Keller, 2008). Several methods of measurement have beenExpand
...
1
2
3
4
...

References

SHOWING 1-10 OF 37 REFERENCES
The Measurement and Determinants of Brand Equity: A Financial Approach
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 toExpand
Brand Equity, Brand Preference, and Purchase Intent
Abstract The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empiricalExpand
An examination of selected marketing mix elements and brand equity
This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related toExpand
Revenue Premium as an Outcome Measure of Brand Equity
The authors propose that the revenue premium a brand generates compared with that of a private label product is a simple, objective, and managerially useful product-market measure of brand equity.Expand
Evaluation of brand equity measures: further empirical results
Presents further empirical results on the convergent and predictive ability of a selection of consumer based brand equity measures. An underlying assumption in this study was that choice was anExpand
A conceptual study on brand valuation
Recognizing brands on the company’s financial statement as an identifiable intangible asset is a relatively recent development in financial reporting, which only became a focus of attention in theExpand
The Effect of Brand Attitude and Brand Image on Brand Equity
Brand equity has been criticized by some for an alleged lack of managerial relevance. This paper reports a study which operationalizes brand equity and empirically tests a conceptual model adaptedExpand
Measuring customer‐based brand equity
Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers whoExpand
The brand dependence scale: measuring consumers’ use of brand name to differentiate among product alternatives
The marketing literature provides substantial discussion of branding and brand equity, but reveals limited research on the use of brand name in the consumer decision‐making process. Further, mostExpand
Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale
This research reports an independent assessment of a recently developed set of consumer-based brand equity measures. Yoo and Donthu (1997) developed a multidimensional, consumer-based brand equityExpand
...
1
2
3
4
...