6 articles for “Brand Equity”

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Research ArticleOpen accessPhrase in the titleLeveraging Computational Models to Analyze the Impact of Co-Branding on Brand Equity and Consumer Loyalty Across GenerationsYana Erlyana, Lim Jing YiThis study examines the effect of co-branding on brand equity and consumer loyalty in the Indonesian cosmetics sector, specifically analyzing the partnership between Mizzu, a cosmetics brand, and Khong Guan, a food brand, on the dimensions of brand experience sensory, emotional, behavioral, and intellectual and its subsequent implications for brand equity components, such as brand awareness, perceived quality, and brand … …Journal of Computer Science, Vol. 21, Issue 7 · 11 Jul 2025 · 3,999 accessesView PDF Cite

Research ArticleOpen accessPhrase in the titleMODELING THE EFFECTIVENESS OF THE CORPORATE IDENTITY MIX IN PERCEIVED QUALITY AND CUSTOMER-RELATED BRAND EQUITY WITH INTERPRETIVE STRUCTURAL EQUATIONS AND MICMAC ANALYSISMahsa Pishdar, Mohammad Reza Seyyed Hashemi Toloun, Fereshteh Farzianpour, Morteza RezaeiaslThis study aims to identify the relation between corporate identity mix, perceived quality on customers’ behalf and customer-centric brand equity. A review of the available literature within this scope resulted in making a primary model which represents that the corporate identity mix has an effect upon the perceived quality and brand equity by some variables such as corporate image and … …American Journal of Applied Sciences, Vol. 11, Issue 4 · 29 Jan 2014 · 7,160 accessesView PDF Cite

Research ArticleOpen accessPhrase in the titleSuccess in Business-A Brand Equity PerspectiveSheng Chung LoProblem statement: The study has been mainly attempted to find out the impact of the brand equity in overall success of the firm. The research has primarily been created to present a study on the significance of brand equity and its relevance in affecting the financial performance of the organization. Approach: The study has been conducted on the basis of … …American Journal of Applied Sciences, Vol. 9, Issue 3 · 27 Jan 2012 · 7,265 accessesView PDF Cite

Research ArticleOpen accessPhrase in the titleInvestigating the Effect of Intangible Factors (Human, Communication, Organizational, Information) on Brand Equity Case Study: Hotels in IsfahanKaveh Ostad-Ali-Askari et al.The purpose of this study is to investigate the effect of evaluating the intangible factors (Human, Communication, Organizational and Information) on brand equity in hotels in Isfahan. A based research model was presented as the literature. The questionnaire of 24 items was conducted for this research and a sample of 130 executives and experts of hotels in Isfahan as a … …American Journal of Engineering and Applied Sciences, Vol. 14, Issue 3 · 1 Nov 2021 · 6,107 accessesView PDF Cite

Research ArticleOpen accessIn the keywordsThe Importance of Product Innovation in Driving Brand Success: An Empirical Study on Automotive IndustryJalal HanayshaNowadays, business markets are characterized by high competition and therefore, reinforcing brand success is one of the challenging tasks for organizations. One of the key indicators of brand success appears in an organization’s ability to form strong brand equity. Previous literature reported that consumers form decisions based on their perceptions of added values and unique offerings of a brand. Among … …American Journal of Economics and Business Administration, Vol. 8, Issue 1 · 28 Mar 2016 · 8,827 accessesView PDF Cite

Research ArticleOpen accessIn the keywordsExplore Significant Factors To affect Customer InvolvementYu-Jia HuAlthough literature review supported the concept that customer loyalty, brand equity and perceived risk are significant factors to affect customer involvement, very limited studies have extensively examined the relationship among those variables. This research applied quantitative study to comprehensively explore the relationship between customer loyalty, brand equity, perceived risk and customer involvement for consumers. The population for this research was … …Journal of Social Sciences, Vol. 8, Issue 4 · 8 Nov 2012 · 7,274 accessesView PDF Cite