Strategic Brand Management Process

Brand Equity of Lahore Fort as a Tourism Destination Brand

“…Branding is critical for the growth of destination brands because of the close substitutability of various destinations (Pike, 2005). Over the years, branding has been acknowledged as the means to differentiate one company's products and services among other competing firms (Aaker 1991;Keller, 2003). The brand management literature started to appear in the journals in the early 1940's (Guest, 1942).…”

“…However, the model lacks empirical generalization, and contemporary researchers recommend using CBBE to measure brand equity (Bianchi, Pike, & Lings, 2014).The Customer Based Brand Equity Model (CBBE) has been widely acknowledged (Pike et al, 2010;Im et al, 2012). It has been proposed by Aaker (1991Aaker ( , 1996 and Keller (1993Keller ( , 2003 to measure the familiarity and superiority of brand identity. The model has four salient features: brand awareness, brand image, brand association, and brand resonance.…”

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

“…Consumers' purchase intention toward the brand would be higher when brand is positively perceived (Wang and Yang, 2008). Simultaneously marketers also have accepted the significance of creating a clear, unique brand personality (Das et al, 2012;Keller and Richey, 2006) and have taken brand equity as a main compelling factor of consumer preference, usage and purchase intention (Keller, 2003;Romero and Gomez, 2015). It is contended that the higher levels of consumer brand preference is generated due to higher level of brand equity, purchase intentions (Berry, 2000;Chang and Liu, 2009;Senthilnathan and Tharmi, 2012) and repurchase intention (Hellier et al, 2003).…”

“…RQ.1 The perceived utility of the purchase of split air conditioner will be higher for a product with a well known multinational brand name compared to a product with a lesser known national brand name (Keller, 2003;Pitta and Katsanis, 1995;Romero and Gomez, 2015).…”

The Impact of Brand Loyalty on Buying Behavior of Consumers: an Examination of Consumer Electronics

“…Brand awareness is comprised of brand recall and brand recognition attributes. In literature Brand recall could be regarded as the ability of the consumer to search the brand from memory, when given the category of product, the needs that are accomplished by the given b product category, or a usage of purchase situation as a hint [12]. Brand recall will be important when consumers make their purchase decisions being away from the point of purchase.…”