Dinçer, Hasan; Bozaykut-Buk, Tuba; Emir, Şenol; … - In: Journal of Product & Brand Management 29 (2019) 3, pp. 335-354
Purpose: The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to business performance. Design/methodology/approach: In this study, text mining is used for automatic extraction...