Srinivasan, V.; Park, Chan Su; Chang, Dae Ryun - In: Management Science 51 (2005) 9, pp. 1433-1448
The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...