Florea, Dorian-Laurentiu; Munteanu, Claudiu-Catalin; … - In: Review of International Business and Strategy 26 (2016) 2, pp. 204-218
Purpose The purpose of this paper is to integrate brand equity into companies’ overall risk assessment by suggesting a methodology of evaluating the relevant aspects of brand risk. Design/methodology/approach Based on a theoretical framework which discriminates between brand assets, brand...