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Date: 2016
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1141395
Description: Can a brand’s “health” be associated with a company’s advertising-spending patterns? The authors of the current study applied their own definition of a “healthy brand”-a brand that “experiences sustai ... More
Reviewed: Reviewed
Date: 2016
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1141233
Description: This paper aims at studying the interactions between brand and customer assets over the long-term. Through the application of a new behavioural measure called the brand health index (BHI) we examine t ... More
Reviewed: Reviewed
Date: 2015
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1044047
Description: Brands are built over time, but are measured on short-term basis. This paper provides a new long-term based platform to evaluate the performance of a brand. It is built on a long-term brand health mea ... More
Reviewed: Reviewed
Date: 2015
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/354565
Description: In response to calls for marketing accountability and for evaluating the long-term brand building efforts, this research proposes a new behavioural long-term-oriented measure, called Brand Health Inde ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: conference paper abstract
Identifier: http://hdl.handle.net/1959.14/276995
Description: This research responds to the need for objective measures of brand equity, containing incremental information to the financial measures. It is grounded in Keller and Lehman’s (2009) theory of maximisi ... More
Date: 2011
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/159805
Description: Measuring the performance of marketing initiatives has been a long standing problem. Marketing performance can be measured from different perspectives such as effectiveness or efficiency. This study e ... More
Reviewed: Reviewed
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