What is it about?

The author aims to present a model of the brand value drivers, measured by brand equity. The goal of this research is to identify the drivers, and determine how they influence brand equity performance in the researched industry, in order to develop a more effective brand strategy.

Featured Image

Why is it important?

The majority of marketing studies apply a single research approach and measures. This is the first study of brand equity that combines consumer, financial and marketing approaches. The model contributes to theory and practice in terms of suggesting which business drivers create brand value and what type of brand strategy a firm can apply in order to create brand value

Read the Original

This page is a summary of: An empirical investigation of brand equity: drivers and their consequences, British Food Journal, September 2013, Emerald,
DOI: 10.1108/bfj-01-2012-0005.
You can read the full text:

Read

Contributors

The following have contributed to this page