تصفح حسب الموضوع "Brand equity"
السجلات المعروضة 1 -- 3 من 3
-
Can IT industry merger and acquisition effect on brand equity of their product/services? A case study from Qatar
( Medwell Journals , 2019 , Article)A combination of assets and liabilities when associated to a brand which provides additional value to the specific product and/or service is brand equity. Branding is used as a means to arrive at a conclusion and decision ... -
How sociable is your university brand? An empirical investigation of university social augmenters' brand equity
( Emerald Group Publishing Ltd. , 2018 , Article)Purpose: The purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters' brand equity. Design/methodology/approach: ... -
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
( Elsevier , 2020 , Article)The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer ...