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Measuring the effectiveness of the communication strategy by using the brand score technique – a conceptual study
16 references·0 citing·37 second hop
Measuring the effectiveness of the communication strategy by using the brand score technique – a conceptual study (2015)Measuring the effectiveness of the commun…Linking Brand Equity to Customer Equity (2006)Linking Brand Equity to Custo…Consumer‐based brand equity and country‐of‐origin relationships (2006)Consumer‐based brand equity a…Determinants of the brand equity (2005)Determinants of the brand equ…An exploration of the brand identity–brand image linkage: A communications perspective (2005)An exploration of the brand i…Revenue Premium as an Outcome Measure of Brand Equity (2003)Revenue Premium as an Outcome…Evolving to a New Dominant Logic for Marketing (2003)Evolving to a New Dominant Lo…Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior (2001)Managing Customer-Initiated C…An Examination of Selected Marketing Mix Elements and Brand Equity (2000)An Examination of Selected Ma…Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)Strategic Brand Management: B…Brand Equity, Brand Preference, and Purchase Intent (1995)Brand Equity, Brand Preferenc…Research methods for business: A skill building approach (1993)Research methods for business…Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Conceptualizing, Measuring, a…The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review (1989)The Effect of Price, Brand Na…Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions (1982)Warranty and Other Extrinsic …Book Review: Marketing Management: Analysis, Planning and Control, Second Edition (1973)Book Review: Marketing Manage…Price, brand name, and product composition characteristics as determinants of perceived quality. (1971)Price, brand name, and produc…On the social psychology of the psychological experiment: With particular reference to demand characteristics and their implications. (1962)Statistical principles in experimental design. (1962)Attitudinal effects of mere exposure. (1968)A Conceptual Model of Service Quality and Its Implications for Future Research (1985)Human Inference: Strategies and Shortcomings of Social Judgment. (1981)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Effects of Price, Brand, and Store Information on Buyers' Product Evaluations (1991)Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value (1994)Review of Economic Studies (2010)Managing Brand Equity (1991)Managing Brand Equity (1991)Developing and validating a multidimensional consumer-based brand equity scale (2001)Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior (2016)The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty (2001)Understanding retail branding: conceptual insights and research priorities (2004)Brands and Branding: Research Findings and Future Priorities (2006)Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications (2018)An Evolutionary Theory of Economic Change. (1983)SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality (1988)The Theory of the Growth of the Firm (1995)Service-dominant logic: continuing the evolution (2007)Customer Engagement (2011)Understanding Customer Experience Throughout the Customer Journey (2016)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Structural equation modeling in practice: A review and recommended two-step approach. (1988)Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives (1999)Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media (2018)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Understanding Attitudes and Predicting Social Behavior (1980)Dimensions of Brand Personality (1997)Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? (2009)Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies (2003)Customer Engagement Behavior: Theoretical Foundations and Research Directions (2010)A Systems Approach to Conduct an Effective Literature Review in Support of Information Systems Research (2006)Consensus measurement in Delphi studies (2012)Predicting green product consumption using theory of planned behavior and reasoned action (2015)The Effect of a Market Orientation on Business Profitability (1990)
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References

  • 1993Research methods for business: A skill building approach17,000 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity15,244 cited
  • 2003Evolving to a New Dominant Logic for Marketing15,040 cited
  • 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity4,788 cited
  • 2000An Examination of Selected Marketing Mix Elements and Brand Equity3,433 cited
  • 1973Book Review: Marketing Management: Analysis, Planning and Control, Second Edition2,447 cited
  • 1989The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review1,638 cited
  • 1995Brand Equity, Brand Preference, and Purchase Intent1,357 cited
  • 2003Revenue Premium as an Outcome Measure of Brand Equity1,006 cited
  • 1971Price, brand name, and product composition characteristics as determinants of perceived quality.676 cited
  • 1982Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions607 cited
  • 2005An exploration of the brand identity–brand image linkage: A communications perspective547 cited
  • 2006Consumer‐based brand equity and country‐of‐origin relationships447 cited
  • 2005Determinants of the brand equity438 cited
  • 2006

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Linking Brand Equity to Customer Equity
408 cited
  • 2001Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior401 cited
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