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Brand equity and the extendability of brand names

Article Abstract:

A study was conducted to evaluate brand equity and brand extensions. The study assumes that brand name extendability is conditioned by brand name interaction with the product's physical attributes based on consumer utility for the brand in the parent category. It is shown that extendability maximization is influenced by attempts in enhancing brand name features which consumers associate with their products.

Brand name products, Brand names

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Brand equity: Snark or Boojum?

Article Abstract:

A study was conducted to evaluate the progress of research in the field of brand equity. Results show that despite the voluminous amount of studies conducted on the topic, conclusions on brand equity remain subject to further research evidence. Progress on studies involving it has been hindered by a lack of focus on the strategic, financial, managerial, and international aspects of brand equity.

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The equalization price: a measure of consumer-perceived brand equity

Article Abstract:

A study was conducted to evaluate the development of a formal conceptual framework by which brand equity can be measured and analyzed. The framework is based on consumer behavior theory and generates a result called the Equalization Price. It is shown that the tool exhibits the potential to measure both existing products and proposed brand name extensions.

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