Towards a Unified Theory of Brand Equity: Conceptualizations, Typologies and Avenues for Future Research
Year of publication: |
2014-05-22
|
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Authors: | Davcik, Nebojsa S. ; Silva, Rui Vinhas da ; Hair, Joe F. |
Institutions: | Unidade de Investigação em Desenvolvimento Empresarial (UNIDE), Business School |
Subject: | branding | brand equity theory | brand value | stakeholder value and perspective | financial performance | marketing assets | sources and determinants of brand equity |
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