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Brand equity : defining, measuring and managing brand equity.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bradford, West Yorkshire :
Emerald Publishing Limited,
2017.
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| Colección: | Journal of Product & Brand Management.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Guest editorial; The impact of corporate social responsibility on brand equity: consumer responses to two types of fit; Assessing brand equity in the luxury wine market by exploiting tastemaker scores; A comparison of brand equity strength across consumer segments and markets; Brand skill: linking brand functionality with consumer-based brand equity; The contribution of a brand spokesperson's voice to consumer-based brand equity; The asymmetric effect of portfolio and image abstractness; Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference.