Does corporate social responsibility contribute to strengthen brand equity? An empirical study
Sign Up to like & getrecommendations! Published in 2017 at "International Review on Public and Nonprofit Marketing"
DOI: 10.1007/s12208-017-0185-z
Abstract: Corporate Social Responsibility (CSR) is one of the most vital component in this modern, competitive and complex business arena, contributing highly towards economic, social and environmental sustainability. Now, this is a quandary thought whether CSR… read more here.
Keywords: brand; social responsibility; brand equity; corporate social ... See more keywords
The effect of Cultural Intelligence on consumer-based destination brand equity
Sign Up to like & getrecommendations! Published in 2018 at "Annals of Tourism Research"
DOI: 10.1016/j.annals.2018.05.009
Abstract: Abstract Achieving destination appeal and competitiveness is a major priority of tourist destination managers. They must implement new strategies that are distinct from those of their competitors and that influence tourists’ perceptions, attitudes and behaviors… read more here.
Keywords: effect; destination; brand equity; cultural intelligence ... See more keywords
Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
Sign Up to like & getrecommendations! Published in 2018 at "International Journal of Research in Marketing"
DOI: 10.1016/j.ijresmar.2018.03.004
Abstract: Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term… read more here.
Keywords: non premium; premium products; brand equity; advertising ... See more keywords
Examining the relationships between e-WOM, consumer ethnocentrism and brand equity
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2019.09.040
Abstract: Abstract Electronic word-of-mouth (e-WOM) plays an important role in influencing Chinese consumers’ brand perceptions. While domestic social media managers are keen to understand how to protect their brands, their foreign counterparts are keen to reduce… read more here.
Keywords: consumer ethnocentrism; brand; brand equity;
Employer brand equity effects on employees well-being and loyalty
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2020.02.002
Abstract: Abstract This study questions the relevance of Berthon, Ewing, and Hah (2005) employer brand equity (EmpAt) scale, which measures five dimensions of employer attractiveness: economic value, interest value, social value, development value, and application value.… read more here.
Keywords: employer brand; brand equity; value;
Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2020.05.001
Abstract: Abstract Consumers increasingly use social media brand communities to gather information about brands and to inform their purchase decisions. Building on uses and gratifications theory and brand experience we hypothesize that consumer benefits deriving from… read more here.
Keywords: social media; brand; relationship; brand equity ... See more keywords
Definition, conceptualization and measurement of consumer-based retailer brand equity
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2019.04.022
Abstract: The objective of this research is to develop a measure of consumer-based retailer brand equity. The research process starts with the definition and the conceptualization of the construct and leads to the evaluation of the… read more here.
Keywords: consumer; brand equity; brand; retailer brand ... See more keywords
Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2020.102351
Abstract: Abstract Understanding service branding from the customer perspective is helpful for various organizations to attain a competitive edge and build a strong customer base. This research work aims to evaluate the various dimensions and constructs… read more here.
Keywords: learning platforms; customer; brand; intention ... See more keywords
Differences in the city branding of European capitals based on online vs. offline sources of information
Sign Up to like & getrecommendations! Published in 2017 at "Tourism Management"
DOI: 10.1016/j.tourman.2016.10.005
Abstract: This study analyzes city branding in five European capitals and compares the brand equity generated through online and offline media. Specifically, this study is intended to fill this gap by proposing a multi-group analysis that… read more here.
Keywords: city branding; online offline; brand equity; european capitals ... See more keywords
A cross-level investigation of the role of human resources practices: Does brand equity matter?
Sign Up to like & getrecommendations! Published in 2019 at "Tourism Management"
DOI: 10.1016/j.tourman.2019.04.013
Abstract: Abstract The extant literature has suggested that high-performance human resources practices (HRPs), such as employee training, employment security, and a results-oriented appraisal system, promote favourable employee behaviors. This research predicts that such practices render a… read more here.
Keywords: human resources; brand; cross level; resources practices ... See more keywords
A cultural approach to brand equity: the role of brand mianzi and brand popularity in China
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Brand Management"
DOI: 10.1057/s41262-018-0137-x
Abstract: International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in… read more here.
Keywords: brand; brand mianzi; brand equity; brand popularity ... See more keywords