Finding sources of brand value: Developing a stakeholder model of brand equity

被引：3
|
作者：
Jones, Richard [1 ]
机构：
[1] Copenhagen Business Sch, Frederiksberg, Denmark
来源：
JOURNAL OF BRAND MANAGEMENT | 2005年 / 13卷 / 01期
关键词：
D O I：
10.1057/palgrave.bm.2540243
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper reflects the current interest in brand research into non-consumer relations and their role in brand value creation. It presents a model of stakeholder equities as a tool for brand managers to assess the value of multiple stakeholders in relation to the brand. A stakeholder-brand value model is then developed to strengthen understanding of the sources of brand value. It is argued that brand value is co-created through interaction with multiple strategic stakeholders. Considerations for brand managers and suggestions for future research are presented.
引用
收藏
页码：10 / 32
页数：23
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