File Name: brand equity a perspective on its meaning and measurement .zip
Subhani, Muhammad Imtiaz and Osman, Ms. Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement.
Search Results Start Over. Brand equity : a perspective on its meaning and measurement Request This. R no. Access to this resource may be restricted to users from specific IU campuses. Please choose your campus in order to proceed: Not affiliated with Indiana University licensed resources not accessible off-campus. Browse by call number:.
Increasing competition has motivated and compelled businesses across industries to develop strategies aiming at retaining customers for profitable growth. Brand played a significant role in enhancing the competitive position of firms, because consumers confer an added value to products or service with high brand value [ Pappu and Quester, ; Alkhawaldeh and Eneizan, ]. Business organizations across all sectors are desirous of offering a strong brand that will create a long lasting impression in the minds of their customers and because of that they may enjoy sustainable competitive advantage. Aaker  argued in favor of a consumer-based approach of brand equity and maintained that only if there is value for the customer, will there be value to the organization. The notion of brand equity is progressively widespread and has given credence to the position advocated by researchers and practitioners that brands are one of the most treasured assets that a business has. The value of a brand is deeply-rooted in the hearts and minds of customers and is therefore, a fundamental factor in the study of consumer buying behavior [ Jing et al. According to Keller  , brand equity is the differential effect of brand knowledge on consumer response to the marketing of the firm product or service.
The system can't perform the operation now. Try again later. Citations per year. Duplicate citations. The following articles are merged in Scholar. Their combined citations are counted only for the first article.
More details. Cover Image. Brand equity: a perspective on its meaning and measurement. Rajendra K. Srivastava ; Allan D. Shocker. Year of publication:
Proceedings of the World Marketing Congress pp Cite as. The author presents a theoretical model of brand loyalty and brand equity. Brand equity is postulated to be a consequence of the degree of brand loyalty.
Focus and Scope. Manuscript Management. Online Submissions. Author Guidelines. Author Fees. Copyright Notice. Publication Frequency.
Table of contents. Please choose whether or not you want other users to be able to see on your profile that this library is a favorite of yours. Finding libraries that hold this item You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.
Analytic approaches to product and marketing planning : The second conference. Srivastava, Rajendra K. Shocker, Allan D. A marketer's view of competition and antitrust law. Publications Events.
Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions.
Your email address will not be published. Required fields are marked *