Purpose – This paper aims to look into contemporary thinking within the brand equity paradigm, with a view establishing avenues for further research on drivers of formation, enabling more in-depth understanding antecedents and its determinants, as well development an improved instrument measure equity. The paradigm importance marketing theory have been in focus than two decades. There is no agreement literature how develop unique equity, neither what are sources, or determinants....

Purpose – The research practice in management is dominantly based on structural equation modeling (SEM), but almost exclusively, and often misguidedly, covariance-based SEM. purpose of this paper to question the current myopia research, because adumbrates theoretical foundations guidance for two SEM streams: variance-based SEM; improves conceptual knowledge by comparing most important procedures elements study, using different criteria. Design/methodology/approach study thoroughly analyzes,...

Purpose – This paper aims to show the effect of brand equity, marketing investment and product differentiation on price in small medium enterprises (SMEs), multinational companies (MNCs) retailers (private labels). Academics have been researching return effects for many years, but there has little work that taken a holistic view. Design/methodology/approach The author studied an aggregate data set 735 fast-moving consumer goods (FMCG) brands, from Nielsen (10,282 households). Regression...

Purpose – The author aims to present a model of the brand value drivers, measured by equity. goal this research is identify and determine how they influence equity performance in researched industry, order develop more effective strategy. Design/methodology/approach studied an aggregate dataset for 739 food brands. Six predictors were controlled (i.e. marketing investments, price, revenue, perceived quality [organic functional] ownership), while impact drivers on was estimated. formulated...

Purpose This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of UGC encapsulates various patterns which individuals choose how consume, contribute or create no formal brand incentive control. Design/methodology/approach focuses on the question users Instagram and assesses influence perceived value, using partial least squares variance-based structural equation...

The goal of this research is to identify drivers that influence the brand success, in order develop a more effective business strategy. An abductive theory approach adopted and food managers from Italy Sweden were questioned. authors modeled eight correlated first-order factors, using seven independent variables dependent variable success. variance-based structural equation modeling (partial least square [PLS] algorithm) have been applied. This study provides insight empirical evidence on...

Purpose This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation purchase intentions for products. Design/methodology/approach A field study with 840 consumers in Hong Kong using a self-administered structured questionnaire is used to test all hypotheses. Finding Consumers high (low)...

Purpose The purpose of this paper is to address how marketing assets and resources the firm perform under different product (brand) innovation conditions using dynamic capabilities (DMC) research perspective. study contributes DMC stream showing effects performance heterogeneous drivers resources. Academic date has paid a little attention interrelationship between market share as metric, innovation. current bridges knowledge gap by empirically validating on output panel data for 753 retail...

Purpose The purpose of this paper is to present the contemporary thinking on deliberate lookalikes and provide a better understanding its key forms (counterfeits, copycats no-name imitations) markets (deceptive non-deceptive). Design/methodology/approach This editorial contains review current past literature along with summaries all articles accepted for publication in special issue lookalikes. guest editors used academic databases such as Web Science find most representative scholarly work...