Brand equity research paper

Shanker and dipankar chakravarti (1993) “varieties of brand memory induced by advertising: determinants, measures and relationships, ” in david a. We propose an agenda of research based on this amplified equity dynamic choice consumer learning brand management brands on the internet store brands previewunable to display preview.

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Canonical correlation analysis indicated a connection between the dimensions of brand personality and brand equity. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics.

Alba (1994b), “the importance of the brand in brand extension, ” journal of marketing research, 31 (may):214– scholarcarpenter, gregory s. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart.

Biel, brand equity & advertising: advertising's role in building strong brands, hillsdale, nj, lawrence scholarkrishnan, h. Steenkampflorian ctthe aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the internet.

Springer, ss and ts and alised in to check le on all sales tax included if about institutional use cookies to improve your experience with our ing lettersaugust 1999, volume 10, issue 3,Pp 301–318 | cite asbrand equity, consumer learning and choiceauthorsauthors and affiliationstülin erdemjoffre swaitsusan broniarczykdipankar chakravartijean-noël kapferermichael keanejohn robertsjan-benedict e. Sullivan (1993) “the measurement and determinants of brand equity: a financial approach” marketing science 12(1):28– scholarsnyder, mark and william b.

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Shanker (1996) “characteristics of memory associations: a consumer-based brand equity perspective” international journal of research in marketing 13:389– scholarkrishnan, h. Springer, ss and ts and alised in to check le on all sales tax included if about institutional use cookies to improve your experience with our al perspectives in a global asbrand personality and consumer-based brand equity: a study among polish consumersauthorsauthors and affiliationsoleg gorbaniuktomasz sokolowskieliana markowskakamila czajkaadriana mielczarekconference pments in marketing science: proceedings of the academy of marketing series (dmspams)abstractthe aim of the research reported here was to examine thoroughly the relationship between brand personality and brand equity as perceived by consumers.

Dekimpe (1997) “the increasing power of store brands: building loyalty and market share” long range planning 30(6):917– scholarswait, joffre and jordan louviere (1993) “the role of the scale parameter in the estimation and comparison of multinomial logit models” journal of marketing research 30:305– scholarswait, joffre and moshe ben-akiva (1987a) “incorporating random constraints in discrete models of choice set generation”, transportation research b 21b(2):91– scholarswait, joffre and moshe ben-akiva (1987b) “empirical test of a constrained choice discrete model: mode choice in sao paulo”, transportation research b 21b(2):103– scholarswait, joffre and wiktor adamowicz (1998) “the effect of choice environment and task demands on consumer behavior: discriminating between contribution and confusion”, working paper, dept. Russell (1993) “measuring brand value with scanner data” international journal of research in marketing 10(1):9–22google scholarkapferer, jean-noel (1997) strategic brand management: creating and sustaining brand equity long term (2nd edition) london: kogan scholarkeller, kevin l.

Shocker (1996) “composite branding alliances: an investigation of extension and feedback effects, ” journal of marketing research, 33(november): 453– scholarquelch, john a. Oliva (1993) “brand equity and the extendibility of brand names” international journal of research in marketing 10(1):61– scholarroberts, john h.

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Seenu srinivasan (1994) “a survey-based method for measuring and understanding brand equity and extendibility” journal of marketing research 21:271– scholarpark, c. Shanker and dipankar chakravarti (1999) “memory measures for pretesting advertising: a conceptual framework and a diagnostic template, ” journal of consumer psychology, 8, 1, 1– scholarlouviere, jordan and joffre swait (1996) “searching for regularities in choice processes (or the little constant that could)”, working paper, dept.

Han, and yugi ijiri (1991) “recognizing and measuring brand assets” marketing science report no 91–119 (july) cambridge: marketing science scholargönül, füsun and kannan srinivasan (19966), “estimating the impact of consumer expectations of coupons on purchase behavior: a dynamic structural model, ” marketing science 15(3):262– scholarhensher, david, jordan louviere and joffre swait (1999) “combining sources of preference data” journal of econometrics,87(1–2): scholarhoch, stephen j. You must disable the application while logging in with your system al perspectives in a global asbrand personality and consumer-based brand equity: a study among polish consumersauthorsauthors and affiliationsoleg gorbaniuktomasz sokolowskieliana markowskakamila czajkaadriana mielczarekconference pments in marketing science: proceedings of the academy of marketing series (dmspams)abstractthe aim of the research reported here was to examine thoroughly the relationship between brand personality and brand equity as perceived by consumers.

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