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Brand valuation by price premium: Theoretical explanation and practical application using conjoint analysis
ArticleAbstract: One of the accepted methodologies for brand valuation associates the value of the brand with the priPalabras claves:Brand valuation, Conjoint analysis, Price premiumAutores:Katia Rodriguez, Washington MacíasFuentes:googlescopusDeterminants of attitude towards and purchase intention of private label brands in Ecuador
ArticleAbstract: The purpose of this study is to explain which factors influence the attitude towards private label pPalabras claves:attitude, private label brand, purchase intention, supermarketsAutores:Angie Arias Bayona, Lissette Sanga Hernandez, Sharon Bollorino Montoya, Washington MacíasFuentes:scopusTrademark dilution and its practical effect on purchase decision
ArticleAbstract: This work aims to analyze the effect of unauthorized use of trademarks on its consumer-based brand ePalabras claves:Blurring, Brand Equity, Purchase decision, trademark dilution, Well-known trademarksAutores:Cerviño J., Washington MacíasFuentes:googlescopusTrademark dilution: Comparing the effects of blurring and tarnishment cases over brand equity
ArticleAbstract: Trademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use oPalabras claves:Blurring, Brand Equity, similarity, Tarnishment, trademark dilutionAutores:Cerviño J., Washington MacíasFuentes:googlescopusUnauthorized use of famous brands and its impact on brand equity dimensions
ArticleAbstract: The aim of this study is to analyze the effect of unauthorized use of famous brand names on their brPalabras claves:consumer-based brand equity, familiarity, similarity, trademark dilutionAutores:Cerviño J., Washington MacíasFuentes:googlescopusStudents’ perceived risk and investment intention: The effect of brand equity
ArticleAbstract: Emerging markets bring out the question of motivation to include of new investors in the market forPalabras claves:Bounded, Brand Equity, Investment intention, Involvement, perceived risk, RationalityAutores:Espinoza Shirley, Gutiérrez Lisset, Rodríguez Regina, Washington MacíasFuentes:scopus