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Ovidius University Annals, Economic Sciences Series, 2011
Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market.
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Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market.
openaire
Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions
2023Lydia Hidayu Lily Suhairi +1 more
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Understanding brand’s value: advancing brand equity tracking to brand equity management
Handbook of Business Strategy, 2004Once strictly the purview of the marketing department, savvy organizations now see the value in using brand as a focal point for their overall business strategies. Many are using it as a guidepost for internal actions and interactions with customers and other key stakeholders.
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Branding and Brand Equity Models [PDF]
The following sections are included:IntroductionAnalytical models of strategic branding decisions and brand equityEmpirical modelsDiscussion and ...
Tulin Erdem, Joffre Swait
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