• Brand equity and the value of marketing assets

      Brodie, RJ; Glynn, MS; Brodie, RJ; Glynn, MS (Sage Publications, 2010)
      In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the equity concept and how ...
    • Sources of brand benefits in manufacturer-reseller B2B relationships

      Glynn, M; Motion, J; Brodie, RJ (Emerald Group Publishing Limited, 2007)
      Purpose – The aim of the paper is to develop a conceptual framework that explores the sources of manufacturer brand benefits for resellers. Design/methodology/approach – The paper reports a qualitative investigation where ...
    • The benefits of manufacturers' brands for retailers

      Glynn, MS; Brodie, RJ; Motion, J (Emerald Group Publishing Limited, 2012)
      Purpose – The purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand. Design/methodology/approach – The researchers develop a ...
    • The importance of brand-specific associations in brand extension: further empirical results

      Glynn, MS; Brodie, RJ (Emerald Group Publishing Limited, 1998)
      This paper reports a replication of Broniarczyk and Alba’s study on the influence of brand-specific associations on brand extensions. The results broadly support the original study showing brand-specific associations ...