A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector

By Ji-Hern Kim, Yong J. Hyun. 2011

351 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b3dfbdeb2cfd7ed55aceeeac31e78e609fcffadf

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. M. Du
2. Yanxin Jiang
3. Rizwan Shabbir
4. Jing Zhang

In Organizational Behavior and Human Resource Management

1. M. Du
2. Yanxin Jiang
3. Rizwan Shabbir
4. Jing Zhang

In Sociology and Political Science

1. M. Du
2. Yanxin Jiang
3. Rizwan Shabbir
4. Jing Zhang

Citations in the corpus

• Re-conceptualizing customer-based destination brand equity (2019, neutral): “Field of Study Studies CBBE Dimensions Awareness Quality Image/Association Value Trust Satisfaction Loyalty General Lassar et al. (1995) – √ (performance) √ (social image) √ (monetary) √ – – Yoo, Donthu, and Lee (2000) √ (association) √ √ (awareness) – – – √ Eagle and Kitchen (2000) √ √ √ – – – √ Fa”
• Building industrial brand equity by leveraging firm capabilities and co-creating value with customers (2015, background): “Recent research indicates that brand equity is of high importance for B2B companies' competitive positions and performance (Backhaus et al., 2011; Kim & Hyun, 2011; Kotler & Pfoertsch, 2007).”