Brand equity estimation model

  • Cleo Schmitt Silveira
  • Published 2015

Abstract

a r t i c l e i n f o Although a consensus exists among marketing scholars and practitioners about the importance of brand equity, a uniformly accepted estimation model has yet to emerge. Most consumer-based brand equity (CBBE) models do not offer a monetary estimation of brand equity while many financial-based brand equity (FBBE) models do not consider… (More)

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