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Examines the negative impacts of brand extension failure upon the original brand by calibrating the difference of brand equity. Using data collected from college students in Taiwan, establishes four hypotheses to identify various effects of a failed brand extension in diluting the original brand’s equity. Analyzes the different effects among four types of equity‐source brands for both close and distant extensions. Equity‐source and equity level of the original brand is identified first. All components of brand equity‐source are then used to evaluate the performance of a brand extension. Finds that an unsuccessful brand extension dilutes the original brand for all three high equity‐source brands. Effects of brand dilution differ according to the type of equity source possessed by the original brand, but there is no difference in brand dilution effects from close and distant extension failures.

Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer‐based brand equity has been lacking. Presents a scale to measure customer‐based brand equity. The customer‐based brand equity scale is developed based on the five underlying dimensions of brand equity: performance, value, social image, trustworthiness and commitment. In empirical tests, brands that scored higher on the customer‐based brand equity scale generally had higher prices. Discusses the implications for managers.

The purpose of this paper is to determine the variables of brand equity measurement for Greek companies quoted in the Greek exchange stock market.

The measurement of brand equity has been a hot issue both for marketing and financial practitioners. Different attempts to measure brand equity have been made by both sides. The present study, by the use of Tobin's Q methodology, tries to measure brand equity for Greek firms in the stock market. The present study tries to adopt both a methodology related to marketing and financial literature.

Tobin's q can be a measure of brand equity for firms in the stock market. The variables which need to be examined are related to research and development but also to financial and marketing activities.

Simone and Sallivan tried to measure brand equity throughout Tobin's q. The present paper is an international attempt to measure brand equity thorough Tobin's q in Greece. Another attempt related to Simon and Sallivan's research had never been done, either in marketing or financial literature.

The conceptualization and measurement of brand equity, including its sources and outcomes, are a challenging task, particularly in a global marketplace. This paper briefly describes how PepsiCo, Inc. conceptualizes and measures brand equity across brands, countries, and over time. Special attention is given to the Equitrak^TM brand equity model developed by PepsiCo, Inc. and the global brand equity tracking methodology employed by the company in 14 countries. The paper concludes with managerial insights obtained from this effort.

Many practitioners and researchers believe that differences exist between service and product markets, which warrant different marketing practices. The branding literature, however, remains biased towards products. This is especially true in the realm of brand equity. Brand equity, however, like many of the branding concepts, has an equally important role in the service markets. For this reason, this study applied ten existing consumer based measures of brand equity to a financial services market (credit cards). The convergent and predictive validity of these measures was assessed, which in turn helped to determine whether these measures that have typically been applied in product markets can be used to capture brand equity in a service market. The results found that most measures were convergent and correlated highly with market share in the predicted direction, where market share was used as an indicator of brand equity. Brand recall and familiarity, however, were found to be the best estimators of brand equity in the credit card market.

The purpose of the paper is to determine the level of brand equity in the food industry in the Republic of Croatia, so according to this aim, research on five product categories from the food industry (coffee, chocolate, beer, milk, and carbonated soft drinks) has been conducted. Brand equity is most often defined as an added value that brands add to the products. There are two different approaches to brand equity – financial and customer‐based. With regard to used dimensions of consumer behavior, customer‐based approach can be further differentiated as cognitive and behavioral approach. A behavioral conceptualization of brand equity has been employed in this research. A telephone survey has been conducted on a sample of 495 respondents from all parts of Croatia, with proportional representation of counties in regard to population size. In order to determine brand equity, a measure of substitutability has been used. By this measure, consumers can be categorized into one of a possible six segments. According to this method, a repeat rate is a key indicator of brand equity. The brands with highest equity have been identified as an outcome of this survey.

Brand equity has been a topic of interest in consumer goods markets for many years. Several studies suggest that existing consumer‐based measures of brand equity, which have traditionally been used in the consumer goods markets, can also be used to capture brand equity in the services markets. The purpose of this research is to assess the quality dimension in consumer‐based measurers of brand equity in the context of services and to compare it with consumer goods.

A pilot and a main study were conducted. Nine different brands were tested in a consumer‐based experimental online survey. Each participant was assigned randomly to one brand.

In the consumer goods markets customer service can be considered as a marketing instrument. In the services markets customer service is a part of the perceived quality of a service.

The implication leads to the question whether existing measures of brand equity in consumer goods markets should be used without adaptation in services markets. The findings show that the consumer‐based brand equity should be measured different in these markets. Concerning the differences the findings show also that customer service can be seen as a marketing instrument in consumer goods markets and a part of the perceived service quality in services markets.

There is a lack of research in the difference of measuring brand equity between consumer goods and services. This paper explores this difference of measuring brand equity.

Presents further empirical results on the convergent and predictive ability of a selection of consumer based brand equity measures. An underlying assumption in this study was that choice was an indicator of brand equity. It is a replication and extension of work carried out by Agarwal and Rao in 1996. Their work is the only study that has attempted to consolidate existing research on consumer based brand equity. Overall, the results generally concurred with those of Agarwal and Rao. Most of the measures were found to be convergent, and to estimate choice. The results mean that managers should now have more confidence in selecting from a range of brand equity measures, many of which can be collected easily and at minimal cost. More empirical studies, however, need to be carried out in a range of different markets to assess the wider performance of these brand equity measures.

Attracting resources (financial and non-financial), supporters and the community’s attention to sports and physical activity has become essential for local sports associations (LSAs). Corporate social responsibility (CSR) initiatives are innovative and less imitable tools for strengthening relationships with customers (Lim et al., 2018), and there needs to be relevant research on CSR and the variables discussed in this study at the level of small sports organizations. Moreover, past research has focused on professional sports organizations in developed and non-Islamic countries. So, the following research questions are: What is the influence of CSR initiatives on the organizational reputation, brand equity and customer satisfaction of LSAs operating in the context of recreational sports, particularly in Islamic developing countries, and how does this relationship evolve within the framework of small sports organizations?

Participants (n = 290) consisted of all customers who used the services of LSAs in the Islamic Republic of Iran). This research seeks to measure the relationship between variables within a causal model based on structural equation modeling.

This study critically examines the connection between CSR, customer satisfaction, organizational reputation and brand equity in LSAs. This study presents a model that explores how CSR influences customer satisfaction, reputation and brand equity in LSAs in developing countries.

Consequently, customers are likely to feel more satisfied with LSAs that demonstrate a commitment to CSR, and this leads to evaluations of the organization’s reputation and brand equity, ultimately resulting in outcomes for them.

This research presents a comprehensive theoretical model that examines the relationship between CSR, customer satisfaction, reputation and brand equity of LSAs in developing Islamic countries. LSAs must understand and recognize customer interests in social issues and their response to various CSR programs.

Drawing from the literature on internationalization, higher education marketing and place branding, this paper aims to link the internationalization of higher education to country branding. It explores the impact of internationalization within the higher education system on Egypt’s destination brand equity. This investigation offers insights for decision-makers in both the higher education and country branding sectors.

This empirical paper adopts an exploratory approach and serves as an initial step for researchers. It utilizes a quantitative methodology, employing a survey with 366 responses, to examine the effects of internationalization efforts in higher education on country brand equity.

The results reveal a direct correlation between student engagement and the brand equity of international branch campuses (IBCs), as well as a link between IBCs and Egypt’s brand equity. Notably, the study highlights the mediating role of IBC brand equity in the relationship between student engagement and the overall brand equity of Egypt.

This paper is innovative in its method of assessing the impact of internationalization efforts in higher education, specifically at IBCs in Egypt, on Egypt’s destination brand equity. Additionally, the study identifies student engagement as an antecedent to IBC brand equity.