Marketing Commons^™

The Importance Of The Historical Tang Dynasty In Place Branding Contemporary Xi'an, Norman Harry Rothschild, Ilan Alon, Marc Fetscherin

Faculty Publications

Purpose – The purpose of this paper is to discuss the opportunity of utilizing Tang dynasty history, heritage, buildings and names in the effort to place brand the contemporary city Xi'an.

Design/methodology/approach – The paper presents a conceptual framework for place branding cities consisting of two main dimensions. The first describes the continuum of functional versus emotional values within a city; the second measures the degree to which the image of a place is historical or contemporary. The paper then employs historical analysis to examine the meaning and construction of a Tang dynasty brand for place branding twenty-first century Xi'an. …

Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar

Faculty Publications

The concept of consumer-based brand equity has been discussed widely in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way a brand and product attributes are perceived in a consumer’s mind and the empirical data used in most studies is based on self-reported survey data. In this research, objective data from the largest German Automobile Association, including actual prices, objective quality ratings of product attributes and market share of brands are used to estimate their effect on the actual price set …