...Yung-Chuan Huang Purpose The purpose of current study aims to provide a different perspective on customer-based brand equity (CBBE) and integrate this with previous brand equity theory to contribute to the brand equity literature. Design/methodology/approach Proposed hypotheses were verified...

...Jungwon Lee; Cheol Park Purpose This study analyzes the relationship between the characteristics of social media content, customer engagement (CE) and brand equity and investigates whether these relationships differ between national cultures. Design/methodology/approach We collect data from...

...: brand equity and tourist motivation. Design/methodology/approach In this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists...

... strategy Brand counter‐extension Extension outcome Technological capability Competitive strategy Brands Brand equity Market share Brand extension is a widely adopted strategy that enables firms to take advantage of existing brand equity and enter a new product category (Aaker, 1991...

... to the company. However, there are constraints in doing this research despite the completeness and objectivity of the study subject. Originality/value Research on brand equity is still in a state of evolution. This study makes two major contributions. First, it suggests that choosing the more applicable...

... communication between the functions of accounting and marketing. Performance measures for brand management are also considered, and a model for the management of brand equity is provided. Marketers tend to describe, rather than ascribe a figure to, the outcomes of brand strength. Pitta and Katsanis (1995...

...Tim Ambler Brand equity, key to the evaluation of marketing performance, exists in the hearts and minds of consumers, and other marketplace players, but is largely assessed on the basis of observed behaviours. Such measures are typically relative (to other brands) ‐ e.g. market share and relative...