Research papers on customer based brand equity

Research papers on customer based brand equity
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"The Effect of Brand Equity on Customer Satisfaction: An

The paper introduces the concept of customer-based brand equity and applies it to a destination. The theoretically proposed and empirically verified model complements previous research findings on a destination's evaluation from the tourist's perspective.

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Conceptualizing, Measuring, and Managing Customer-Based

Aug 12, 2011 · The Customer-Based Brand Equity model approaches brand equity from the perspective of the consumer – whether this be an individual or an organization. Understanding the needs and wants of consumers and organizations and devising products and campaigns to satisfy them are at the heart of successful marketing.

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Conceptualizing, Measuring, and Managing Customer-Based

strengthening brand equity, they provide little information about brand performance in terms of market share or profitability. Keller (2008), and this paper, focus on customer mind-set equity, which Keller refers to as “customer-based brand equity.” According to Keller, the “power of a brand lies in what

Research papers on customer based brand equity
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Understanding price premium for grocery products: a

Kevin Lane Keller (2001), “Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands,” Marketing Management, July/August, 15-19. Kevin Lane Keller (2001), “Brand Equity Guidelines and Pitfalls: Lessons from the World’s Strongest Brands,” in The Encylopedia of Brands and Branding in South Africa, Affinity Advertising

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Kevin Lane Keller :: Research

Jan 01, 1993 · Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

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Customer based brand equity: evidence from the hotel

Brand awareness is the first step in creating brand equity. Awareness equates to online traffic and having prospective buyers show up at your stores. Building a brand is a process: What begins with brand awareness becomes brand associations and, if those associations are consistently positive, brand …

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Strategic Brand Management: Building, Measuring, and

Feb 28, 2016 · Submit Paper. Search Add Email Alerts Sauer, NE, Schmitt, P (2005) Customer-based brand equity in the team sport industry: operationalization and impact on the economic success of sport A conceptual framework of hotel experience and customer-based brand equity. Some research questions and implications. International Journal of

Research papers on customer based brand equity
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(PDF) The Impact of Brand Image on Consumer Behavior: A

The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude . Can event marketing contribute to brand equity? A field study with consumers participating in different types of events indicates that event attendance increases brand equity and that brand experience is the most important mediator.

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Conceptualizing, Measuring, and Managing Customer-Based

Linking customer-based brand equity with brand market performance: a managerial approach Ahmed H. Tolba The American University in Cairo, New Cairo, Egypt, and

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Keller’s Brand equity Model – CBBE Model - Brand Equity

THREE ESSAYS ON BRAND EQUITY by JianJun Zhu An Abstract Of a thesis submitted in partial fulfillment of the requirements for the Doctor of Philosophy degree in Business Administration in the Graduate College of The University of Iowa July 2009 Thesis Supervisors: Professor Thomas S. Gruca Assistant Professor Lopo L. Rego

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The impact of event marketing on brand equity: the

Previous research suggest that an increase in customer-based brand equity (CBBE) can lead to greater competitiveness of the brand by influencing consumer behavior through the greater possibility of brand selection, increased brand loyalty, reduced price sensitivity, and a willingness to pay more for the brand.

Research papers on customer based brand equity
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Conceptualizing, Measuring, and Managing Customer-Based

Understanding price premium for grocery products: a conceptual model of customer-based brand equity and price premium for grocery products. central research on customer based brand equity

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Brand Equity Research: Net Value Score | B2B International

Jan 30, 2007 · – The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer‐based hotel brand equity., – The paper is based on the recommendations of previous studies, the scale constructed to measure consumer‐based brand equity included brand …

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Understanding (customer-based) brand equity in financial

Mar 25, 2011 · Brand Awareness, Brand Equity, Brand Management, Branding, Research Summaries, Survey Data The 10 Most Valuable Global Brands in 2016 Ayaz Nanji Apple, Google, and Coca-Cola are the most valuable brands in the world this year, according to recent research from Interbrand.

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Brand Management - Equity Models - Tutorialspoint

Abstract The aim of this research paper was to approach the impact of brand experiences, brand It is a customer brand-driven response originated based model of brand equity. Hence, the current study conceptualized brand equity in terms of seven sub-dimensions, i.e., perceived quality, staff behavior, ideal self-congruence, life style

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Brand Equity Research - Qualtrics

@inproceedingsKeller1993ConceptualizingMA, title=Conceptualizing, Measuring, and Managing Customer-Based Brand Equity:, author=Kevin Lane Keller, year=1993 Kevin Lane Keller The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer

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Linking customer-based brand equity with brand market

Mar 16, 2013 · Abstract. The paper introduces the concept of customer-based brand equity and applies it to a tourism destination brand. The theoretically proposed and empirically verified model complements previous research findings on a tourism destination’s evaluation from the customer’s perspective.

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Customer-based brand equity for a destination — Experts

Understanding (customer-based) brand equity in financial services Steven A. Taylor, Gary L. Hunter and Deborah L. Lindberg Journal of Services Marketing Volume 21 · Number 4 · 2007 · 241–252 242

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Customer-Based Brand Equity (CBBE) Model

A Research Proposal: The Relationship between Customer Satisfaction and Consumer Loyalty Jiana Daikh Johnson & Wales University College of Management, Graduate Studies RSCH 5500, Business Information & Decision-Making 33486 Martin W. Sivula, Ph.D. May 7th, 2015

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Brand alliance and customer‐based brand‐equity effects

Measurement of brand equity has posed a big challenge to the companies in the Indian fast moving consumer goods (FMCG) industry. This paper investigates the impact of brand equity on the operational performance of businesses in the Indian FMCG industry. The research study adopts descriptive and

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Customer-based brand equity building: Empirical evidence

This paper focus on brand performance and brand equity. Role of brand equity in brand According to their research, the brand (1993), "Conceptualizing, Measuring, and Managing Customer- Based Brand Equity", Journal of Marketing, vol.57 No.1, pp.1-22. [9] Kartono Benjamin, Rao Vithala R. (2005), "Linking Costomer- Based Brand Equity to

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The Impact of Brand Equity on Customer Acquisition

This research examines brand alliances, a specific marketing strategy designed to transfer the positive brand equity of two or more partner brands to the newly created joint brand. The study explores how customer‐based brand equity (that is, brand equity as seen from the customer's perspective) of partner brands affects consumer evaluations

Research papers on customer based brand equity
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Brands and Branding: Research Findings and Future

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

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Customer-Based Brand Equity for a Destination by Maja

Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity. It also presented the shortcomings of current research and pointed out the trends for future study.

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The Impact of Brand Image on Consumer Behavior: A

The Significant Dimensions of Customer-Based Brand Equity by Isaac Twum Asare

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A Research Proposal: The Relationship between Customer

A focus on customer-based brand equity, including its definition; sources and outcomes; and tactical guidelines about how to build, measure, and manage brand equity, helps students interpret the potential effects and trade-offs of strategies and practices for managing brands. Giving students a solid foundation allows for the broad exploration

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Three essays on brand equity - Iowa Research Online

The Impact of Brand Image on Consumer Behavior: A Literature Review. believed to have high Brand Equity. This paper focused on Apple due to the drop in its market shares in Malaysia by

Research papers on customer based brand equity
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The Impact of Customer-Based Brand Equity on the

the research paper is about the impact of branding on consumer behavior. Brand knowledge is a very important factor. Customer-based brand equity occurs when the consumer is familiar with the

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The Impact of Brand Experiences, Brand Equity and

associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research. M UCH attention has been devoted recently to the

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CONSUMER PERCEPTION OF BRAND EQUITY MEASUREMENT

Keller’s Brand Equity Model. This model is developed by Kelvin Lane Keller, a marketing professor at Dartmouth College. It is based on the idea that the power of a brand lies in what the consumer has heard, learnt, felt, and seen as a brand over time. Hence this model is also termed as Customer Based Brand Equity (CBBE) model.

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The impact of customer-based brand equity on the

(In this paper, the term brand equity is used to denote customer-based brand equity.) Brand equity, when correctly and objectively measured, is the appropriate metric for evaluating the long run impact of marketing decisions ( Simon & Sullivan, 1993 ).

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2006-4 A conceptual framework for understanding

Customer Based Brand Equity. Within this model, a brand is considered to have positive customer based brand equity when consumer reaction to the marketing of a product is more favourable when that specific brand is mentioned as opposed to an unnamed or generic version of the product.

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Brand Performance and Brand Equity

The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin . ABSTRACT . This paper presents an empirical examination of the relationship between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV), as well as the role of marketing in this relationship.

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The Impact of Brand Image on Consumer Behavior: A

This paper is the first to begin to address these issues. The paper introduces the Customer-Based Brand Equity (CBBE) model by Kevin Keller (1993; 2001; 2003), and empirically tests its applicability in the market of electronic tracking systems for waste management. While Keller claims that the CBBE pyramid can be applied in a B2B context, this

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Conceptualizing, Measuring, and Managing Customer-Based

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity shrafat ALi SAir Conceptualizing, measuring, and managing customer-based brand equity Keller, Kevin Lane Journal of Marketing; Jan 1993; 57, 1; ABI/INFORM Global pg. 1 Reproduced with permission of …

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What Is Customer-Based Brand Equity?

Oct 08, 2019 · Customer-based brand equity (CBBE) is a way of assessing the value of a brand in customers' minds. Branding can increase profitability in large and small-scale businesses by filling in gaps in customers' knowledge and by offering assurances. The CBBE model centers that value in the minds of