Consumer brand equity in a cross-cultural replication: an evaluation of a scale

Article Abstract:

The feasibility of the measurement scale developed to assess consumer-based brand equity with respect to diverse cultural settings and its importance in brand management are examined. Brand value is measured based on brand awareness and consumer utility.

Turkey, Analysis, Measurement, Brand choice, Brand equity

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Critical Issues in Brand Management

Article Abstract:

The various papers on issues of brand management submitted at the 'Critical Issues in Brand Management' international conference in United Kingdom are presented. The papers focus on creation of consumer trust in brands.

Conferences, meetings and seminars, Reports, Brand identity

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Exploring managers' views about brand saboteurs

Article Abstract:

The role of employee behavior in service brand development and performance and the variation in employee support for brand creation are analyzed. The managers' perspectives on negative performers are examined.

Ireland, Services development, Personnel administration, Evaluation, Labor relations, Beliefs, opinions and attitudes, Managers, Company service development, Service development, Employee performance, Brand image

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