A brand represents the awareness and the image that a product has managed with a segment of customers. In business … terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular … product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values …

Jahre innerhalb des Marketings werden wird. Die hier präsentierte Studie untersucht, für welche Zwecke der Markenwert … und Meßkonvention für den Markenwert noch weit entfernt ist. Sowohl bezüglich wesentlicher Definitionsbestandteile als …There are several predictions that brand equity will become the most pressing marketing topic for the next ten years …

According to several forecasts brand equity will become the most influential marketing topic for the next ten years …. This study investigates various purposes brand equity can be applied to. It assesses requirements for measuring brand … equity and describes the contribution of the literature on brand equity with res pect to the previous defined requirements …

be beneficial to family firms' financial performance. These facilitating processes have their origins in brand equity and … performance. Brand equity and organisational ambidexterity support financial performance. Brand equity explains the positive …

. Im anderen Fall droht Greenwashing mit erheblichem Schadenspotenzial für den Markenwert. Entscheidend ist daher ein …Corporate Social Responsibility (CSR) is a double-edged sword for brands. If brand values and socioecological concerns …. If not, the result may be greenwashing with serious damage potential for the brand's equity. Thus, a professional and …