Journal of Consumer Psychology, 7 2p. This difference may be expressed in a return on capital, the total profit over a year being related to the amount of capital employed.
Similarly, Chen et al. The paper offers an updated literature review of this important research topic, providing a classification of brand equity models focusing on consumer based models. Marketing science has little to contribute New Data and little to gain from participating in it.
Yet above-market, risk-adjusted annualized after perform 64 statistical tests Jacobson and mizik 2009 alpha—some returns over a year period amount to 6. After eliminating computer, Internet, and utility companies, they find that the monthly risk-adjusted abnormal returns drop to 0.
September 26, ; Accepted: Journal of Business Research, 52 1p. If the release month cannot be estimated, we particular sample period. No — they should care.
The breadth of these two data sets allowed us to examine the nature of the relationship between satisfaction and business outcomes, as well as satisfaction and consumer spending.
Betas in down-markets mutual fund performance: According to UkoBrand equity is the market power, economic growth, and financial value inherent in the goodwill and reputation that a well-established brand name has built up over the period of its existence. Tourism Management, 30 2p.
In other cases, however, the old positioning is just no longer viable and a "reinvention" strategy is necessary. This is where marketers who handle more than one item often use the same brand name family-name for all their products, e.
The reality for many business sectors, however, is quite the opposite. From this perspective, the marketing factors that determine whether the firm has a competitive edge result from the marketing assets, such as customer satisfaction and brand equity i.
Introduction Brand equity and consumer satisfaction are foremost among the most valuable but intangible marketing assets a firm can have and these constructs have continued to be important subject matters of research in marketing.
Scope of the Study This research study is limited both in content and broad base for the fact that it is a case study.
Consumer brand equity in a cross-cultural replication: The method used for analysis of this research is justified on the reason that, Kendal coefficient of concordance allows all relevant questions in the questionnaire to be part of the test and result.
If no differences occur, then the brand name product can essentially be classified as commodity or generic version of the product.
The Role of Personalization and Triability. Products were often priced below cost. To this point, using random sample simu- isfaction predicts stock returns.
Is there any relationship between the marketing activities of Bottling Companies in Nigeria and profit optimization? The estimates of alpha are homogenous views of risk would be foreign to mar- fairly close for monthly and daily data with annual- keting.
Building, Measuring and Managing Brand Equity. Target, Sears and J. The intercept For our trading rule, we follow the guiding principle of the market-neutral portfolio is informative about the pre- suggested by FMH: One of them is the evolution of the business atmosphere from mass production Arthur, to the positive feedback economy known as the increasing returns as well as that of knowledge processing.
The secondary sources comprises of mainly text books, journals and periodicals, while primary source is only from questionnaires.
But for most products and services, the potential for dropping price while still remaining profitable is limited — and low prices are often not good for businesses. Capitalizing on the Value of a Brand Name. Multifactor explanations of asset Aside from the lack of empirical fit to demand- pricing anomalies.
Perhaps it would be more construc- Marketing 17 1 9— BernsteinEconomist The concept of brand equity has gained in popularity since the s, and since then, the field has undergone significant development.
The concept of consumer-based brand equity has become a central marketing concept due to the increasing scientific and business interest in brands, since the approach according to which brands constitute.
· In particular, Jacobson and Mizik (a) conclude that the mispricing reported in the existing litera- ture is due to a small group of satisfaction leaders in the urgenzaspurghi.com Jacobson, Robert and Natalie Mizik (), “The Financial Markets and Customer Satisfaction: Reexamining Possible Financial Market Mispricing of Customer Satisfaction,” Marketing Science, 28 (5), – This result reinforces the call by Jacobson and Mizik () to always include a measure of accounting profitability in models when relating firm value to marketing assets.
· assets have a significantly positive impact on stock market performance (Aaker and Jacobson ; Mizik and Jacobson ). One result emerging is that high brand equity lowers the risk associated with stocks. For example, one recent finding is that high brand equity urgenzaspurghi.com~globalbrand/files/urgenzaspurghi.com A symbol-intensive brand is a brand adopted not only for its functional benefits, but above all, for the strong symbolism and significance that it is able to transmit, allowing a consumer to express his or her identity, to signal status or .Download