...? Sanjay Mishra 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...

... be contacted at: jorge.vera@itesm.mx © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Satisfaction Positioning Product quality Brand loyalty Customer value Brand equity (Consumer) Brand performance Firm strategy Product performance...

... with the global culture. Thus: Phillip Frank can be contacted at: pmfrank13@catawba.edu © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Global branding SEM (Structural equation modelling) Brand equity (Consumer) H1. Young...

... 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...

... Modelling Brand equity (Consumer) Brand equity (Financial) Brand meaning Brand performance Private labels (own labels) An executive summary for managers and executive readers can be found at the end of this issue. Ambler et al. (2002 , p. 23) have suggested that brand equity...

...Kirk Hazlett Brand communication Brand image Brand evaluation Brand awareness Brand extension Brand loyalty Brand identity Brand equity (Consumer) Brand communities Brand heritage Great Brand Blunders by Rob Gray is a delightfully thought-provoking, enlightening look...

... perceptions about the product in question are carried over to that about the company overall. © Emerald Group Publishing Limited 2014 Brand equity (consumer) Crisis management Product-harm crisis Public relations To our knowledge, previous research has only examined brand equity on one...