... is the corresponding author and can be contacted at: smishra@ku.edu © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Brand equity (Consumer) Brand evaluation Brand alliances In promoting a new service, it is often difficult to communicate service quality...

..., the use of tactics to boost perceived value or to encourage satisfaction could be associated with different brand strategies and different generic strategies. Satisfaction Positioning Product quality Brand loyalty Customer value Brand equity (Consumer) Brand performance Firm strategy Product...

... symbols affiliated with that group than less positive individuals. Hence: H2. Young consumers’ perceived global brand equity will be related to their attitudes toward a global brand. Global branding SEM (Structural equation modelling) Brand equity (Consumer) The process...

... Publishing Limited Licensed re-use rights only Logo design Brand evaluation Brand equity (consumer) An executive summary for managers and executive readers can be found at the end of this issue. A brand’s purpose is to help customers recognize a company’s offer, identify differences...

... equity (Consumer) Brand communities Brand heritage Great Brand Blunders by Rob Gray is a delightfully thought-provoking, enlightening look at a wide-ranging selection of ill-conceived and/or poorly planned and implemented attempts by organizations to differentiate themselves from...

... research. The authors argue that creation of a unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs. Stakeholder orientation Brand name Brand switching Measurement Modelling Brand equity (Consumer) Brand...

..., 1980). After a product-harm crisis, consumers’ attitude toward the brand may influence their purchase intention, which in turn determines whether or not the brand is still being purchased and used. © Emerald Group Publishing Limited 2014 Brand equity (consumer) Crisis management Product...