What drives brand equity? : a comprehensive study of price and volume premiums
Jianjun (John) Zhu, Thomas S. Gruca and Lopo L. Rego
| Year of publication: |
2021
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|---|---|
| Authors: | Zhu, John Jianjun ; Gruca, Thomas S. ; Rego, Lopo L. |
| Published in: |
Marketing accountability for marketing and non-marketing outcomes. - Bingley, UK : Emerald Publishing, ISBN 978-1-83867-564-6. - 2021, p. 75-109
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| Subject: | Revenue premium | price premium | volume premium | brand equity | national brands | private label | Markenimage | Brand image | Handelsmarke | Store brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Preismanagement | Pricing strategy | Markenartikel | Brand | Risikoprämie | Risk premium |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1108/S1548-643520210000018004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012653809