Torres, Anna; Bijmolt, Tammo H. A.; Tribó, Josep A. - Instituto sobre Desarrollo Empresarial (INDEM), … - 2010
, shareholders, employees and suppliers) or secondary (community), have positive effects on brand equity value, where the secondary … resources that enhance brand equity. We provide support of our theoretical contentions using a panel data composed of 57 global … Netherlands) for the period 2002 to 2007. We use detailed information on brand equity obtained from Interbrand and on corporate …