Developing and validating measures of facets of customer-based brand equity

Article Abstract:

A study is conducted to measure core/primary facets of customer-based brand equity (CBBE), and their relationship with related brand associations and brand response variables is examined by using perceived quality (PQ), perceived value for the cost (PVC), uniqueness, and the willingness to pay a price premium for a brand as facets. The results suggest that PQ, PVC, and brand uniqueness are potential direct antecedents of the willingness to pay a price premium for a brand, and that willingness to pay a price premium is a potential direct antecedent of brand purchase behavior.

United States, Brand choice, Purchasing power

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Determinants of three facets of customer trust: a marketing model of Japanese buyer-supplier relationship

Article Abstract:

The study proposes a cooperative long-term manufacturer-supplier relationship (CLMSR) marketing model. The role of the marketing variables of CLMSR in building three facets of customer trust, contractual, competence, and goodwill, is investigated.

Supply and demand

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Consumption and marketing in Japan

Article Abstract:

The macromarketing affects Japan's sluggish consumption level is studied and research is made on marketing science model, which will eventually contribute to the advancement of the marketing discipline as a whole.

Consumption (Economics)

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