Brand Equity and Vertical Product Line Extent
Marketing Science
Consumer Learning, Brand Loyalty, and Competition
Marketing Science
Planning Marketing-Mix Strategies in the Presence of Interaction Effects
Marketing Science
Own-Brand and Cross-Brand Retail Pass-Through
Marketing Science
Editorial: Does Good Marketing Cause Bad Unemployment?
Marketing Science
Measuring Brand Value in an Equilibrium Framework
Marketing Science
The Existence of Low-End Firms May Help High-End Firms
Marketing Science
Do Innovations Really Pay Off? Total Stock Market Returns to Innovation
Marketing Science
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Marketing Science
Estimating the Value of Brand Alliances in Professional Team Sports
Marketing Science
The Brand Effect of Key Phrases and Advertisements in Sponsored Search
International Journal of Electronic Commerce
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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 in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.