Measuring and understanding brand value in a dynamic model of brand management
Ron N. Borkovsky, Avi Goldfarb, Avery M. Haviv, Sridhar Moorthy
| Year of publication: |
July-August 2017
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|---|---|
| Authors: | Borkovsky, Ron N. ; Goldfarb, Avi ; Haviv, Avery M. ; Moorthy, Sridhar |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 4, p. 471-499
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| Subject: | brand equity | empirical IO methods | dynamic oligopoly | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Oligopol | Oligopoly | Messung | Measurement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2016.1020 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011744809