Schmitz, Anne; Villaseñor-Román, Nieves - In: Administrative Sciences : open access journal 8 (2018) 4/65, pp. 1-12
In spite of the importance of the brand management in marketing studies and practice, there is a scarcity of prior research on the links between brand equity and financial performance, particularly in unlisted (unquoted) firms. The study contributes to prior research along a number of...