Corpus ID: 168160895

Sources and antecedents of brand equity for online companies

@inproceedings{Rios2007SourcesAA,
  title={Sources and antecedents of brand equity for online companies},
  author={Rosa E. Rios},
  year={2007}
}
The area of Brand Equity has received considerable attention during the past twenty years. The importance of a brand emanates from the fact that brand recognition and positive associations with it create value for companies and consumers. This value is ca 
Innovations in Digital Banking Service Brand Equity and Millennial Consumerism
In the goods industry, the product is considered the primary brand with various attributes. However, in the case of the services industry, the company itself is a primary brand. This chapter is basedExpand
THE CUSTOMER PERCEPTION TOWARDS E- TAILERS IN THE LIGHT OF DRIVERS AND SOURCES OF CONSUMER BASED BRAND
Given the hectic competition in Indian E-tailing space, creating, delivering and communicating superior value to customers is the only way through which an E-tailer can ensure sustainability of itsExpand
Relationship between the Integratedness Criteria of Marketing Communication Tools and Consumer Based Brand Equity (CBBE) in Iran's Food Industry
Marketing communication tools play a significant role for a corporation to reach its goals, such as; promotion of the value of its brand. In this article, we are going to analyze the relationshipExpand
Service quality & marketing: a practical relation
TLDR
This paper will review different online brand equity models, brand equity failure modes and ways that online marketers can estimate current and desired sigma level of business branding performance to show how business managers can enhance corporate online brand Equity by using Six Sigma methodology. Expand
The hedonic valuation of South African wine brands
Working with a set of 35 South African wine brands identified in Priilaid and Van Rensburg (2010a), this study presents two brand valuation techniques that combine non-ordinal wine valuation modelsExpand

References

SHOWING 1-10 OF 282 REFERENCES
A framework for building brand equity online for pure‐play B2C retailers and services
Abstract Brand equity is an important asset that a B2C company can leverage to compete and prosper in its unique and intensely competitive environment. This paper provides a framework for buildingExpand
MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETS
This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality,Expand
Understanding brand equity for successful brand extension
The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increaseExpand
Managing brand equity: a look at the impact of attributes
Brand equity continues to be one of the critical areas for marketing management. This study explores some of the consequences attributes may have on brand equity such as the bias on consumerExpand
CONCEPTUALIZING, MEASURING, AND MANAGING CUSTOMER-BASED BRAND EQUITY
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...
The Relationship between Corporate Websites and Brand Equity: A Conceptual Framework and Research Agenda
The internet has been credited as an important advertising and direct marketing channel, which has the potential to revolutionise the branding of products and services. Yet, several studies have beenExpand
A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility
The authors develop a new survey-based method for measuring and understanding a brand's equity in a product category and evaluating the equity of the brand's extension into a different but related ...
Performance consequences of brand equity management: evidence from organizations in the value chain
Evaluating the consequences of brand equity management is one of the most important measurement issues for intangible assets in the new economy. Studies have validated the effect of brand equity onExpand
From Brand Loyalty to E-Loyalty: A Conceptual Framework
With the rapid growth of E -commerce and on-line consumer shopping trends, the importance of building and maintaining customer loyalty in electronic marketplaces has come into sharper focus inExpand
An empirical comparison of consumer-based measures of brand equity
This article compares eleven different consumer-based brand equity measures and evaluates their convergence. Predictive validity at the individual and aggregate levels is also investigated. MeasuresExpand
...
1
2
3
4
5
...