Brand equity chain and brand equity measurement approaches
Year of publication: |
2023
|
---|---|
Authors: | Oliveira, Marta Olivia Rovedder de ; Heldt, Rodrigo ; Silveira, Cleo Schmitt ; Luce, Fernando Bins |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 41.2023, 4, p. 442-456
|
Subject: | Consumer-based brand equity | Financial-based brand equity | Firm-based brand equity | Systematic review | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Messung | Measurement | Markenwert | Brand equity |
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