Browsing Business Administration by Subject "Brand equity"
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Assessing consequences of component sharing across brands in the vertical product line in the automotive market
(Wiley, 2012-07)Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric ... -
An expectancy model of green product consumption and green brand equity
(Springer, 2018)Drawing from the expectancy theory, this paper proposes a model of green product consumption and green brand equity. Consumers’ green product evaluation results in some expectations regarding their consumptions. These ...
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