IDEAS home Printed from https://ideas.repec.org/p/mil/wpdepa/2008-15.html
   My bibliography  Save this paper

Ripensare le relazioni tra marketing e brand tra obiettivi multidimensionali e misure complesse: verso una business ecology

Author

Listed:
  • Luciano PILOTTI

Abstract

The main aim of that work is to describe some of the recent direction of evolution of the management categories related to the measuring of the performances of brand in terms of three main strategic variables as brand equity, customer equity and brand-customer loyalty. Infact, one of the most important factor able to transform the marketing scenario in the last 30 years has been the growing of intangibles deriving from the huge relevance of loyalty from customer to sustain the competitive advantage in the long run. The main problem has been so far to measure that intangibility of the firm and the connected performance in terms of the brand and customer loyalty. In that scenario is necessary to rethinking some management categories about the relations between targeting system of the firm and the specific relational context of the emergent sharing value user-provider. Measuring system s of performances needs to superior integration in one hand and , in the other, to pick up the specificity of the relational context user-provider to create sharing value in the long run. Furthermore is very important to describe and estimate better the interrelationship between promotion and advertising and the impact on customer loyalty towards more complex and multidimensional measures of “brand performances” that are the main conclusion of this introductory work.

Suggested Citation

  • Luciano PILOTTI, 2008. "Ripensare le relazioni tra marketing e brand tra obiettivi multidimensionali e misure complesse: verso una business ecology," Departmental Working Papers 2008-15, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    • Handle: RePEc:mil:wpdepa:2008-15
    as

    Download full text from publisher

    File URL: http://wp.demm.unimi.it/files/wp/2008/DEMM-2008_015wp.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Srinivasan, V. Seenu & Park, Chan Su & Chang, Dae Ryun, 2005. "An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources," Research Papers 1685r2, Stanford University, Graduate School of Business.
    2. Woodside, Arch G. & Uncles, Mark D., 2005. "How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 229-240, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    2. Remeikiene Rita, 2015. "Evaluation of Self-Employment Development Factors: Latvian Case," Acta Universitatis Sapientiae, Economics and Business, Sciendo, vol. 27(1), pages 5-11, December.
    3. Raffaele Filieri & Zhibin Lin & Simona D’Antone & Elena Chatzopoulou, 2019. "A cultural approach to brand equity: the role of brand mianzi and brand popularity in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 376-394, July.
    4. Muhammad Adnan Bashir & Syed Muhammad Faheem & Masood Hassan & Waseem Akhtar Shaikh, 2019. "Impact Of Brand Equity On Consumer Brand Preference And Brand Purchase Intention," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(1), pages 138-148.
    5. Subhani, Muhammad Imtiaz & Osman, Ms.Amber, 2009. "A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan," MPRA Paper 21367, University Library of Munich, Germany, revised 12 Sep 2009.
    6. Mirzaei, Abas & Baumann, Chris & Johnson, Lester W. & Gray, David, 2016. "The impact of brand health on customer equity," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 8-16.
    7. Valentín Gallart-Camahort & Luis Callarisa Fiol & Javier Sánchez García, 2023. "Influence of the Internet on Retailer’s Perceived Quality in the Generation of Retailer’s Brand Equity," Vision, , vol. 27(1), pages 33-47, February.
    8. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    9. Basu, Sandip & Phelps, Corey & Kotha, Suresh, 2011. "Towards understanding who makes corporate venture capital investments and why," Journal of Business Venturing, Elsevier, vol. 26(2), pages 153-171, March.
    10. Ching-Hsun Chang & Yu-Shan Chen, 2014. "Managing green brand equity: the perspective of perceived risk theory," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1753-1768, May.
    11. L von Auer & M Trede, 2012. "The dynamics of brand equity: a hedonic regression approach to the laser printer market," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 63(10), pages 1351-1362, October.
    12. Munjal, Surender & Bhasin, Niti & Nandrajog, Divya & Kundu, Sumit, 2022. "Examining the evolution of emerging market multinational enterprises’ competitive advantages: Evidence from India," Journal of Business Research, Elsevier, vol. 145(C), pages 732-744.
    13. Tariq Jalees, Nimra Shahid, Huma Tariq, 2015. "An Empirical Investigation on the Effect of Brand Loyalty," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 2(1), pages 166-184, March.
    14. Magdalena Grebosz-Krawczyk, 2020. "How Nostalgia Affects Brand Equity? Consumers’ Attitudes Towards Nostalgic Generational and Transgenerational Brands," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 1019-1034.
    15. Woodside, Arch G. & Ozcan, Timucin, 2009. "Customer choices of manufacturer versus retailer brands in alternative price and usage contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 100-108.
    16. Leigh McAlister & Shameek Sinha, 2021. "A customer portfolio management model that relates company’s marketing to its long-term survival," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 584-600, May.
    17. Muhammad Imtiaz Subhani & Amber Osman, 2011. "A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan," South Asian Journal of Management Sciences (SAJMS), Iqra University, Iqra University, vol. 5(1), pages 11-12, Spring.
    18. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    19. Mert Bilgin, 2012. "The PEARL Model of Sustainable Development," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 107(1), pages 19-35, May.
    20. Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.

    More about this item

    Keywords

    Brand equity; customer strategy; marketing; intangibles;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mil:wpdepa:2008-15. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: DEMM Working Papers (email available below). General contact details of provider: https://edirc.repec.org/data/damilit.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.