Variety management has emerged as a crucial dimension of successful business practice. In
this paper, I first provide a framework for managerial decisions about variety. Variety …

Purpose This study aims to identify the present research trends and streamline future
research possibilities in luxury brands by a systematic review of the existing literature …

Brand equity is an essential concept in marketing academia and practice. The term came
into use during the late 1980s, and the importance of conceptualizing, measuring and …

Branding has emerged as a top management priority in the last decade due to the growing
realization that brands are one of the most valuable intangible assets that firms have. Driven …

Building strong brands has become a marketing priority for many organisations. The
presumption is that building a strong brand yields a number of marketing advantages. In this …

In this paper, we investigate whether and how the presence of remanufactured products and
the identity of the remanufacturer influence the perceived value of new products through a …

This paper examines the cognitive outcomes of brand heritage in the theoretical framework
of signaling theory. Three quantitative studies show the added value of making brand …

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About Browse Reference Select discipline: Select subject: Select topic: Go Information For …

Customer equity and brand equity are two of the most important topics to academic
researchers and practitioners. As part of the 2005 Thought Leaders Conference held at the …

This research proposes a feelings-based account of brand extension evaluation and
demonstrates that the promise of pleasure (hedonic potential) associated with luxury brands …