Pandemics have been an unfortunate but consistent facet of human existence over
centuries, threatening lives as well as livelihoods globally. Disconcertingly, their frequency …

Building a strong brand with significant equity provides a host of benefits for firms.
Understanding the sources and outcomes of brand equity provides managers with …

In today's marketplace, consumers want brands to take a stand on sociopolitical issues.
When brands match activist messaging, purpose, and values with prosocial corporate …

Brand equity is the differential preference and response to marketing effort that a product
obtains because of its brand identification. Brand equity can be measured using either …

Abstract “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,”
published in the Journal of Marketing in 1993, was one of the early thought pieces and …

Brands are a fact of everyday life and an omnipresent reality for consumers. Understanding
how consumers respond to brands—what they think and feel and how they act toward them …

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 …

The COVID-19 pandemic has led to millions of deaths and tested the capabilities of the
medical and public health systems worldwide. Over the next two years as more approved …

Across four experiments, the authors find that when information pertaining to the assessment
of the healthiness of food items is provided, the less healthy the item is portrayed to be,(1) …

Authenticity in the consumption context is an important topic within the marketing literature.
This article explores authenticity's multiplicity of meanings within the MG brand subculture of …