Measuring brand power validating a model for optimizing brand equity


16-Feb-2016 08:21

In addition, the evidence on the effect of age on consumer attitudes towards retail technological solutions is not conclusive.

This paper proposes and tests a model to analyze the influence of retail ICT on consumer loyalty towards the retailer, as well as to assess the moderating role of consumer age on this relationship.

Measuring brand equity is considered important because brands are believed to be strong influencers of critical business outcomes, such as sales and market share. Magazine notes that “branded products invariably command a higher price than so-called "generic" or "store brands"—even when the product is itself a commodity like sugar. Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced.