For example, if consumers prefer a generic product over a branded one, the brand is said to have negative brand equity. Such willingness to ignore the branded product might exist if a company has ...

All of these are examples of the power of “cool” – that indescribable mystique that holds so much cultural capital. Most people, and nearly every brand ... The general theory of coolness ...

Defining your brand identity helps shape perceptions and establish an emotional connection with your target audience. A compelling example is ... Brand equity is the intangible value that a ...

While many companies and products have established brand equity, some of the most recognized are Tylenol, Kirkland Signature by Costco (COST), Coca-Cola (KO), Starbucks (SBUX), and Porsche.

Equity theory studies the distribution of resources between relational partners. For example, it examines whether what the parties in a relationship get out of a relationship is equal to or ...

Brand equity refers to the perceived value of a ... solicit feedback at critical moments of the purchasing journey. For example, use a customer satisfaction (CSAT) survey to gauge customer ...

Since currently there is no established, unitary and shared theory on consumer–brand engagement (CBE ... Sprott et al. 2009) and brand equity (Schultz & Block 2011), being generally considered by ...