Defining, measuring and managing brand equity Introduction

被引：6
|
作者：
Pappu, Ravi [1 ]
Christodoulides, George [2 ]
机构：
[1] Univ Queensland, UQ Business Sch, Mkt, Brisbane, Qld, Australia
[2] Birkbeck Univ London, Mkt, London, England
来源：
JOURNAL OF PRODUCT AND BRAND MANAGEMENT | 2017年 / 26卷 / 05期
关键词：
D O I：
10.1108/JPBM-06-2017-1485
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
引用
收藏
页码：433 / 434
页数：2
相关论文
共 50 条
  • [41] Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty
    Li, Gen
    Li, Juan
    Sun, Xixiang
    REVISTA DE CERCETARE SI INTERVENTIE SOCIALA, 2019, 66 : 278 - 297
  • [42] Defining, Measuring, and Managing Business Reference Value
    Kumar, V.
    Petersen, J. Andrew
    Leone, Robert P.
    JOURNAL OF MARKETING, 2013, 77 (01) : 68 - 86
  • [43] An approach to managing depression - Defining and measuring outcomes
    Khullar, A
    McIntyre, RS
    CANADIAN FAMILY PHYSICIAN, 2004, 50 : 1374 - 1380
  • [44] Measuring the effect of brand equity on the consumers' purchase intention
    Sharma, Veenu
    Singh, Richa
    Patel, G. N.
    INTERNATIONAL JOURNAL OF SERVICES TECHNOLOGY AND MANAGEMENT, 2015, 21 (1-3) : 98 - 110
  • [45] Measuring brand strategy: can brand equity and brand score be a tool to measure the effectiveness of strategy?
    Srivastava, R.
    JOURNAL OF STRATEGIC MARKETING, 2009, 17 (06) : 487 - 497
  • [46] Managing and measuring relational equity in the network economy
    Sawhney, M
    Zabin, J
    JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2002, 30 (04) : 313 - 332
  • [47] Managing and measuring relational equity in the network economy
    Mohanbir Sawhney
    Jeff Zabin
    Journal of the Academy of Marketing Science, 2002, 30 : 313 - 332
  • [48] Managing Customer-Based Brand Equity (CBBE) Through Brand Knowledge Management
    Rehman, Manqoosh Ur
    Kausar, A. Rashid
    REDISCOVERING THE ESSENTIALITY OF MARKETING, 2016, : 587 - 598
  • [49] Managing green brand equity: the perspective of perceived risk theory
    Chang, Ching-Hsun
    Chen, Yu-Shan
    QUALITY & QUANTITY, 2014, 48 (03) : 1753 - 1768
  • [50] Managing green brand equity: the perspective of perceived risk theory
    Ching-Hsun Chang
    Yu-Shan Chen
    Quality & Quantity, 2014, 48 : 1753 - 1768
12345