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Article: Brand equity in the drinkin' box market: Canadian vs. American.
- Article from:
- Journal of Comparative International Management
- Article date:
- December 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Management Futures. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Global competition forces companies to invest intensively in brands in order to hold their market positions. Hence, a company's market competitiveness can be estimated based on an assessment of its brand equity. This study developed a preliminary metric that assesses a company's brand equity based on several different dimensions. Six hundred and forty in-depth interviews were conducted to assess brand equity of the leading brand in the drinkin' box market. The assessment for the leading brand was then compared to that of other major competing brands within the New Brunswick market. Preliminary results suggest that the metric tested in this study is a valid tool for the ...
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Article: Home country image, country brand equity and ...
Management International Review;
November 1, 2008 ;
700+ words
... ... construct, country brand equity (CBE), which captures ... CBE derived from the brand equity literature and rigorously ... Donthu's (2001) brand equity scale and comprises ... quality and country brand awareness/associations. Finally ...
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