Calderon, Haydee; Cervera, Amparo; Molla, Alejandro - In: Journal of Product & Brand Management 6 (1997) 5, pp. 293-304
The growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional approach in which its definition, its functions and its characteristics were amply developed. It is becoming...