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The Value of Brand Equity
Abstract
Abstract Through the 1960s and early 1970s, Schlitz beer was a strong number‐two beer brand supported by the well regarded gusto campaigns, such as the "You only go around once in life—so grab all the gusto you can." In the mid‐1970s, Schlitz converted to a fermentation process that took four days instead of 12 and substituted corn syrup for barley malt to gain a strategic cost advantage. The result was a beer that became flat or cloudy after time on the store shelf; Schlitz developed an image of being a "green" beer with "cheap" ingredients.
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Cited by
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Consumer Switching Costs: A Typology, Antecedents, and Consequences
Burnham, T. A., Frels, J. K., & Mahajan, V. (2003) · Journal of the Academy of Marketing Science · doi:10.1177/0092070302250897 · Cited by 1,858
Signaling Status with Luxury Goods: The Role of Brand Prominence
Han, Y. J., Nunes, J. C., & Drèze, X. (2010) · Journal of Marketing · doi:10.1509/jmkg.74.4.015 · Cited by 1,649
Switching barriers in business‐to‐business services: a qualitative study
Yanamandram, V., & White, L. (2006) · International Journal of Service Industry Management · doi:10.1108/09564230610656980 · Cited by 187
Building customer loyalty in retail banking: a serial-mediation approach
Kamath, P. R., Pai, Y. P., & Prabhu, N. K. P. (2019) · International Journal of Bank Marketing · doi:10.1108/ijbm-01-2019-0034 · Cited by 85
Metadata
- Authors
- Aaker, D. A.
- Venue
- Journal of Business Strategy
- Publisher
- Emerald
- Published
- 1992-04
- Volume
- 13
- Issue
- 4
- Pages
- 27-32
- ISSN
- 0275-6668 (ISSN-L)
- OpenAlex
- W2030451985
- Cited by
- 741
- References
- 0
- FWCI
- 9.78
- Type
- journal article
- Language
- en
- Open access
- closed
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