Table of contents
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002601. When citing the…
Measuring customer‐based brand equity
Walfried Lassar, Banwari Mittal, Arun SharmaBrand equity is very important to marketers of consumer goods andservices. Brand equity facilitates in the effectiveness of brandextensions and brand introductions. This is…
The future of consumer branding as seen from the picture today
Betsy V. Boze, Charles R. PattonToday′s high‐technology, global marketing environment has madeconsumer product information available across national boundaries.Explores how six multinational consumer product…
Brand name strategies in the service sector
L. W. Turley, Patrick A. MooreAlthough research associated with branding′s influence on consumerbehavior has increased in recent years, the vast majority of this workhas focussed on tangible goods rather than…
Understanding brand equity for successful brand extension
Dennis A. Pitta, Lea Prevel KatsanisThe turbulent 1990s typified by increased product development andmarketing costs as well as increasing international competition,focussed marketing managers on cost‐saving tactics…
A vision for the year 2000: brand asset management
Scott DavisIllustrates the importance of managing the brand in the future,much like managing other assets within the company (i.e. people, capitaland machinery). This requires taking a…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel