Towards a unified theory of brand equity : conceptualizations, taxonomy and avenues for future research
Nebojsa S. Davcik and Rui Vinhas da Silva; Joe F. Hair
| Year of publication: |
2015
|
|---|---|
| Authors: | Davčik, Nebojša ; Silva, Rui Vinhas da ; Hair, Joseph F. |
| Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 24.2015, 1, p. 3-17
|
| Subject: | Stakeholder orientation | Brand name | Brand switching | Measurement | Modelling | Brand equity (Consumer) | Brand equity (Financial) | Brand meaning | Brand performance | Private labels (own labels) | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Stakeholder | Handelsmarke | Store brand | Marketingmanagement | Marketing management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010514499