The author presents a conceptual model of brand equity from the perspective of the individual
consumer. Customer-based brand equity is defined as the differential effect of brand …

Building a strong brand is the goal of many organizations. Building a strong brand with
significant equity is seen as providing a host of possible benefits to a firm, including greater …

To help marketers to build and manage their brands in a dramatically changing marketing
communications environment, the customer-based brand equity model that emphasizes the …

Branding has emerged as a top management priority in the last decade due to the growing
realization that brands are one of the most valuable intangible assets that firms have. Driven …

The increased priority placed on branding by marketers in recent years offers an opportunity
for consumer researchers to provide valuable insights and guidance. In particular, in highly …

Hoon, Leong Siew Meng, Tan Chin Tiong Marketing Management: An Asian Perspective
has been successful in offering a learning product that combines the excellent content that …

With the growing realization that brands are one of a firm's most valuable intangible assets,
branding has emerged as a top management priority in the last decade. Given its highly …

One difficult challenge for marketers is the large, diverse means of communication and
communication options that are available to support their brands (eg TV, print, and interactive …

Two studies were conducted to obtain insights on how consumers form attitudes toward
brand extensions, (ie, use of an established brand name to enter a new product category). In …

A laboratory experiment examines factors affecting evaluations of proposed extensions from
a core brand that has or has not already been extended into other product categories. …