Journal ArticleDOI
Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
About:
This article is published in Journal of Consumer Marketing.The article was published on 2000-06-01. It has received 1885 citations till now. The article focuses on the topics: Brand management & Brand extension.read more
Citations
More filters
Journal ArticleDOI
Consumer-Company Identification: A Framework for Understanding Consumers¿ Relationships with Companies
C. B. Bhattacharya,Sankar Sen +1 more
TL;DR: In this article, the authors try to determine why and under what conditions consumers enter into strong, committed, and meaningful relationships with certain companies, becoming champions of these companies and their products.
Journal ArticleDOI
Brands and Branding: Research Findings and Future Priorities
TL;DR: The authors identified some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management.
brand community
TL;DR: This paper explored the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab) and found that these brand communities exhibit three traditional markers of community: shared consciousness, rituals and traditions, and a sense of moral responsibility.
Journal ArticleDOI
Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand☆
Angella J. Kim,Eunju Ko +1 more
TL;DR: In this article, the authors identify attributes of social media marketing (SMM) activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through a structural equation model.
Journal ArticleDOI
The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits
TL;DR: In this paper, the authors report the results of four studies designed to replicate and extend these findings and provide evidence that perceived corporate social responsibility affects not only customer purchase behavior through customer-corporate identification but also customer donations to corporate-supported nonprofit organizations.
References
More filters
Book
Building Strong Brands
TL;DR: In this article, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
Posted Content
The Reality of Brands: Towards an Ontology of Marketing
TL;DR: Brand Realism as mentioned in this paper proposes to treat brand equity as a real phenomenon not dependent on associations, attitudinal states such as brand loyalty, or spurious constructs such as a brand character or personality.
Journal ArticleDOI
The Reality of Brands: Towards an Ontology of Marketing
TL;DR: Brand equity is defined as the value added to a product by associating it with a brand name and other distinctive characteristics as mentioned in this paper, i.e., the degree to which consumers are familiar with products and hold some favorable, strong, and unique brand associations in memory.