Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Dual branding: how corporate names add value

Dual branding: how corporate names add value The deference towards brands that motivated yesterday’s consumers to purchase is no longer so evident in today’s shopping environment. As consumers become more sophisticated in their assessment of brands and more demanding in their requirements, brand management will need to develop more substantive market models to regain the initiative. Outlines an empirical model of brand loyalty that provides diagnostic data to support the management of brand loyal behaviour and customer equity in grocery markets. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Dual branding: how corporate names add value

John Saunders; Fu Guoqun
Marketing Intelligence & Planning , Volume 14 (7): 6 – Dec 1, 1996
Download PDF
6 pages

Loading next page...
 
/lp/emerald-publishing/dual-branding-how-corporate-names-add-value-0u7JWp2csp
Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509610152682
Publisher site
See Article on Publisher Site

Abstract

The deference towards brands that motivated yesterday’s consumers to purchase is no longer so evident in today’s shopping environment. As consumers become more sophisticated in their assessment of brands and more demanding in their requirements, brand management will need to develop more substantive market models to regain the initiative. Outlines an empirical model of brand loyalty that provides diagnostic data to support the management of brand loyal behaviour and customer equity in grocery markets.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Dec 1, 1996

Keywords: Brand equity audit; Brand loyalty; Consumer purchasing styles

References

  • Managing Brand Equity
    Aaker, D.A.
  • Consumer evaluation of brand extensions
    Aaker, D.A.; Keller, K.
  • Brand equity: snark or boojum
    Barwise, P.
  • Research for Marketing Decisions
    Green, P.E; Tull, D.S.; Albaum, G.
  • Support for brand new perspectives
    Hall, J.
  • Quantitative Methods in Marketing
    Hooley, G.J.; Hussey, M.K. (Eds)
  • Conceptualizing, measuring and managing customer‐based brand equity
    Keller, K.
  • Marketing Management
    Kotler, P.
  • Principles of Marketing: The European Edition
    Kotler, P.; Armstrong, G.; Saunders, J.; Wong, V.
  • Managing brand portfolios: how the leaders do it
    Laforet, S.; Saunders, J.
  • Branding: the name of the game
    Murphy, J.
  • Brand Valuation
    Murphy, J. (Ed.)
  • Corporate Identity
    Olins, W.
  • Cluster analysis
    Saunders, J.
  • Polo Mints
    Smith, G.; Saunders, J.
  • Brand architecture: reconfiguring organisations for effective brand management
    Uncles, M.; Cocks, M.; Macrae, C.
  • Commercial use of conjoint analysis in Europe: results and critical reflections
    Wittink, D.R.; Vriens, M.; Burhenne, W.