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When Retailers Have You By The Nose: The Influence Of Environmental Fragrancing On Patron Perceptions, And Intentions, Jack Gault
Marketing Faculty Publications
No abstract provided.
The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone
The Theoretical Separation Of Brand Equity And Brand Value: Managerial Implications For Strategic Planning, Randle D. Raggio, Robert P. Leone
Marketing Faculty Publications
During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand management and brand equity research should be to understand how to leverage equity to create value.
Development Of Variant Definitions For Stakeholder Groups With Regard To The Performance Of Public Transit In The United States, Jason Keith Phillips, Diane M. Phillips
Development Of Variant Definitions For Stakeholder Groups With Regard To The Performance Of Public Transit In The United States, Jason Keith Phillips, Diane M. Phillips
Marketing Faculty Publications
No abstract provided.