.... This paper aims to examine the effects of personalized advertisements on SNS on the relationship between consumers and brands, tests the impact of brand attachment and experience on brand equity through personalized SNS ads and investigates the influence of such ads on branded products and services...

... of research that has indicated the key cultural variables that play a moderating role. This study aims to attempt to fill the research gap by investigating the moderating role of concern for face, belief in fate and brand equity in the relationship between perceived justice and satisfaction in Chinese culture...

...Hardeep Chahal; Jochen Wirtz; Anu Verma Purpose This paper aims to advance the current understanding of social media (SM) brand engagement. Specifically, it validates the dimensionality of SM brand engagement, examines its drivers and explores the impact of SM brand engagement on brand equity...

...Noel Yee-Man Siu; Ho Yan Kwan; Celeste Yunru Zeng Purpose This paper aims to investigate the impact of brand equity on Chinese consumers’ affective attitudes toward luxury brands and their behavioral intentions by applying the cognitive-affective model. The interaction effect between face saving...

...Sladjana Nørskov; Polymeros Chrysochou; Marina Milenkova Purpose – This paper aims to examine the impact of product innovation attributes (complexity, relative advantage, compatibility, trialability and observability) on brand equity, and whether these attributes exert a different effect on low...

...Vijaykumar Krishnan; Ursula Y. Sullivan; Mark D. Groza; Timothy W. Aurand Purpose In this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment. Design/methodology...

...Abhishek Dwivedi; Bill Merrilees Purpose Brand extension attitude is a key antecedent of consumers' reciprocal evaluations of parent brand equity. Traditionally, the link from brand extension attitude to change in parent brand equity is modeled as a direct path, potentially obfuscating any...

...Isabel Buil; Eva Martínez; Leslie de Chernatony 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 two European countries. Design/methodology...

... the evaluation of customer‐based brand equity. Findings suggest clubs' involvement in community activities influences brand image and customer behaviour. The sport entertainment industry requires a specific type of brand management and customer perceived ethicality has to be an integral part of the approach...

..., the benefits of the brand. Manufacturers can raise brand equity among consumers through comparative executions that spell out the positive attributes of their system versus other brands. This will differentiate their brand(s) from competitors, and position themselves differently in the minds of consumers...

... www.ftpress.com; www.conversationalcapital.com; www.sidlee.com © Emerald Group Publishing Limited 2009 --> Conversational capital Word of mouth Brand equity Consumer experience Consumer advocacy Consumer behavior The book's lead author, Bertrand Cesvet, is the Chairman of Sid Lee...

... of the antecedents and consequences of trust or the impact of trust as a mediating variable in an exchange system (Aaker, 1991 ; Gundlach and Murphy, 1993 , Keller, 1993). © Emerald Group Publishing Limited 2009 Brand image Brand management Trust Brand equity Quality An executive summary...

...Ross D. Petty Purpose This paper aims to assert that rather than challenging brand parodies, brand owners should consider allowing them in order to expand brand equity to convey a brand personality that includes a sense of humor. Design/methodology/approach The article analyzes recent brand...

... Brand equity Services marketing Estimates of the wealth that will transfer between generations range from $10 trillion to $40 trillion, with experts agreeing on a number somewhere in the neighborhood of $14 trillion (Monthly Labor Review, 2000). Surely some of this money will remain...

... offers insights for employing different advertising message strategies to disseminate market information to urban as well as rural children in China. Kara Chan can be contacted at: karachan@hkbu.edu.hk © Emerald Group Publishing Limited 2008 China Consumers Socialization Brand equity...

... increases in indirect costs and damage to brand equity. Design/methodology/approach The paper uses examples of behavior to demonstrate common attitudes of practitioners revolving around gift card issuing and redemption. Additionally, the use of simple case study brings into question the common...

..., a replication in other product categories is necessary/advisable. Practical implications In the light of the results, using environmental associations certified by independent bodies is recommended. This would help improve both brand attitude and brand equity. Originality/value This paper increases...

...Kristof De Wulf; Gaby Odekerken‐Schröder; Frank Goedertier; Gino Van Ossel Purpose The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity...

... and the equity that is carried into a leverage situation is affected by the types of associations made with the brand (Park et al., 1991 ; Keller, 1991 ; Kirmani et al., 1999 ; Bridges et al., 2000). Brands Strategic alliances Brand equity An executive summary...

...Hong‐bumm Kim; Woo Gon Kim; Jeong A. An Examines the underlying dimensions of brand equity and how they affect financial performance of hotel firms. The results of this empirical study, using data collected from 12 luxury hotels, indicate that brand loyalty, perceived quality, and brand image...