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...
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Universidad del País Vasco (UPV/EHU)
2001-12-01
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doaj-e3fa179f623e4bfea0348520bdb3a1062020-11-25T03:35:25ZengUniversidad del País Vasco (UPV/EHU)Management Letters/Cuadernos de Gestión1131-68371988-21572001-12-011287102Brand equity: perspectives of analysis and estimation criteriaVÍCTOR IGLESIAS ARGÜELLESRODOLFO VÁZQUEZ CASIELLESANA BELÉN DEL RÍO LANZAAn 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 several forms of study and criteria for brand equity estimation are empirically analysed. Using six different brands of training shoes, seven estimation variables are empirically analysed in accordance with the opinions given by a sample of users for these different brands. By means of this analysis, it is our aim to contribute to a better knowledge on he concept of brand equity.http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2001&v=1&n=2&o=5Brand equitybrand imagebrand name functionscompetitive advantages |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
VÍCTOR IGLESIAS ARGÜELLES RODOLFO VÁZQUEZ CASIELLES ANA BELÉN DEL RÍO LANZA |
spellingShingle |
VÍCTOR IGLESIAS ARGÜELLES RODOLFO VÁZQUEZ CASIELLES ANA BELÉN DEL RÍO LANZA Brand equity: perspectives of analysis and estimation criteria Management Letters/Cuadernos de Gestión Brand equity brand image brand name functions competitive advantages |
author_facet |
VÍCTOR IGLESIAS ARGÜELLES RODOLFO VÁZQUEZ CASIELLES ANA BELÉN DEL RÍO LANZA |
author_sort |
VÍCTOR IGLESIAS ARGÜELLES |
title |
Brand equity: perspectives of analysis and estimation criteria |
title_short |
Brand equity: perspectives of analysis and estimation criteria |
title_full |
Brand equity: perspectives of analysis and estimation criteria |
title_fullStr |
Brand equity: perspectives of analysis and estimation criteria |
title_full_unstemmed |
Brand equity: perspectives of analysis and estimation criteria |
title_sort |
brand equity: perspectives of analysis and estimation criteria |
publisher |
Universidad del País Vasco (UPV/EHU) |
series |
Management Letters/Cuadernos de Gestión |
issn |
1131-6837 1988-2157 |
publishDate |
2001-12-01 |
description |
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 several forms of study and criteria for brand equity estimation are empirically analysed. Using six different brands of training shoes, seven estimation variables are empirically analysed in accordance with the opinions given by a sample of users for these different brands. By means of this analysis, it is our aim to contribute to a better knowledge on he concept of brand equity. |
topic |
Brand equity brand image brand name functions competitive advantages |
url |
http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2001&v=1&n=2&o=5 |
work_keys_str_mv |
AT victoriglesiasarguelles brandequityperspectivesofanalysisandestimationcriteria AT rodolfovazquezcasielles brandequityperspectivesofanalysisandestimationcriteria AT anabelendelriolanza brandequityperspectivesofanalysisandestimationcriteria |
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1724554547424133120 |