Brand Equity Evolution: a System Dynamics Model
One of the greatest challenges in brand management lies in monitoring brand equity over time. This paper aims to present a simulation model able to represent this evolution. The model was drawn on brand equity concepts developed by Aaker and Joachimsthaler (2000), using the system dynamics methodolo...
Kaydedildi:
| Yayımlandı: | BAR - Brazilian Administration Review |
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| Asıl Yazarlar: | , |
| Materyal Türü: | Artigo |
| Dil: | Inglês |
| Baskı/Yayın Bilgisi: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração
2009
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| Konular: | |
| Online Erişim: | https://www.redalyc.org/articulo.oa?id=84111581003 |
| Etiketler: |
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