English, Article, Journal or magazine article edition: The brand equity: evidences on marketing investment Davcik, Nebojsa

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Bookmark: http://trove.nla.gov.au/version/168667
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • The brand equity: evidences on marketing investment
Author
  • Davcik, Nebojsa
Physical Description
  • preprint
Notes
  • The author presents a model of the brand equity dimensions and how the model behaves if there are different marketing investments in the value of the brand. The goal of this research is to establish which dimensions and how they influence the brand equity performance in the researched industry in order to help development of more effective business strategies. The author studies an aggregate data set for 85 enriched juice brands in the Italian market. The enriched juice industry covers a broad category of healthy products, such as dietary, organic, functional and conventional juices with added value, etc. He found out that marketing investment, price, packaging and perceived quality were highly associated with the brand equity when it was analyzed from different approaches: as brand functional characteristics, brand name and producer name. The author discusses the managerial implication of the presented models as well as possible future research enhancements.
  • Brand equity; brand value; brand management; marketing investment in brand; juice industry
  • RePEc:pra:mprapa:16113
Language
  • English
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