Original paper
Brand competitiveness
Volume: 30, Issue: 1, Pages: 637 - 660
Published: Jan 8, 2018
Abstract
Purpose This paper aims to introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered separately from other brands. The purpose of this paper is threefold: highlighting the theoretical difference between brand equity and brand value (Raggio and Leone, 2007); conceptually linking brand equity with brand value and then with brand competitiveness;...
Paper Details
Title
Brand competitiveness
Published Date
Jan 8, 2018
Volume
30
Issue
1
Pages
637 - 660
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Notes
History