A review of measuring brand equity with emphasis on the role of price premium
Year of publication: |
2019
|
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Authors: | Kaprwan, Pankaj ; Mathur, Sameer |
Published in: |
The marketing review. - Helensburgh : Westburn Publ., ISSN 1469-347X, ZDB-ID 2039374-X. - Vol. 19.2019, 3/4, p. 253-277
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Subject: | Branding | Pricing | Brand equity | Measurement | Price premium | Markenimage | Brand image | Markenartikel | Brand | Messung | Preismanagement | Pricing strategy | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management |
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