Brand equity: perspectives of analysis and estimation criteria
An important issue was raised for discussion trough the last decade regarding the meaning of brand equity. Different forms of analysis and estimation criteria have been applied, and that is the reason for the current ambiguity on its meaning. In this article, we present a theoretical frame were seve...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2001-12-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2001&v=1&n=2&o=5 |