Brand equity revisted

dc.contributor.author	Ζαρκάδα, Άννα Κ.	el
dc.date.accessioned	2015-01-27T23:06:40Z
dc.date.available	2015-01-27T23:06:40Z
dc.date.issued	2015-01-28
dc.identifier.uri	http://hdl.handle.net/11400/4901
dc.rights	Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ηνωμένες Πολιτείες	*
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/3.0/us/	*
dc.subject	Brand name products
dc.subject	Πρακτική υποστήριξη
dc.subject	Αεροπορική βιομηχανία
dc.subject	Μάρκα
dc.subject	Καταναλωτές
dc.subject	Practical support
dc.subject	Airline industry
dc.subject	Consumers
dc.title	Brand equity revisted	en
heal.type	conferenceItem
heal.secondaryTitle	an institutional theory approach to airline customer support	en
heal.generalDescription	ISSN Σειράς Πρακτικών: 1791 – 8499	el
heal.generalDescription	Proceedings Series: 1791 - 8499	en
heal.classification	Administration
heal.classification	Marketing
heal.classification	Διοίκηση και οργάνωση
heal.classification	Μάρκετινγκ
heal.classificationURI	http://id.loc.gov/authorities/subjects/sh2002007910
heal.classificationURI	http://id.loc.gov/authorities/subjects/sh85081333
heal.classificationURI	N/A-Διοίκηση και οργάνωση
heal.classificationURI	N/A-Μάρκετινγκ
heal.keywordURI	http://id.loc.gov/authorities/subjects/sh85016403
heal.contributorName	Φράγκος, Χρήστος Κ. (1949-) (επιμ.)	el
heal.language	en
heal.access	campus
heal.recordProvider	Τεχνολογικό Εκπαιδευτικό Ίδρυμα Αθήνας. Σχολή Διοίκησης και Οικονομίας. Τμήμα Διοίκησης Επιχειρήσεων. Κατεύθυνση Διοίκησης Επιχειρήσεων.	el
heal.publicationDate	2009-05
heal.bibliographicCitation	Zarkada, A. (2009). Brand equity revisted: an institutional theory approach to airline customer support. 2nd International Conference: Quantitative and Qualitative Methodologies in the Economics and Administrative Sciences. Athens, 25th to 27th May 2009. Athens: TEI of Athens. pp. 562-569.	en
heal.abstract	Following the Yoo et al (2000) conceptualisation of brand equity this paper empirically explores its relationship with practical support for the brand, through the opinions of 244 British and Greek easyJet customers. Despite the very high level of practical support the brand equity reported through the attitude scales was mediocre. The reasons for the high practical support consumers show to easyJet were explored using the constructs of performative and social legitimation (Handelman & Arnold, 1999) and the degree to which brand values have been fully espoused by the customers. The paper argues that existing brand equity measures failed to convey what really matters - practical consumer support for the brand. It also demonstrates that brand equity as well as perceptions of brand performance are positively influenced by social legitimation whilst performative legitimation has a stronger impact on brand awareness but none on bran equity. It concludes that successfully communicating and upholding brand values that reflect societal expectations of firm conduct as well as consistently delivering the promised benefits that reflect what customers really need and are prepared to pay for is a strategy that delivers increasing market share and turnover even in a recession.	en
heal.publisher	Τεχνολογικό Εκπαιδευτικό Ίδρυμα Αθήνας	el
heal.publisher	TEI of Athens	en
heal.fullTextAvailability	true
heal.conferenceName	2nd International Conference: Quantitative and Qualitative Methodologies in the Economic and Administrative Sciences	en
heal.conferenceItemType	full paper