Baldauf, Artur; Cravens, Karen S.; Binder, Gudrun - In: Journal of Product & Brand Management 12 (2003) 4, pp. 220-236
Evaluating the consequences of brand equity management is one of the most important measurement issues for intangible assets in the new economy. Studies have validated the effect of brand equity on the value of the firm and addressed the capital market effects of intangible associations such as...