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...
Wedi'i Gadw mewn:
| Cyhoeddwyd yn: | BAR - Brazilian Administration Review |
|---|---|
| Prif Awduron: | , |
| Fformat: | Artigo |
| Iaith: | Inglês |
| Cyhoeddwyd: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração
2009
|
| Pynciau: | |
| Mynediad Ar-lein: | https://www.redalyc.org/articulo.oa?id=84111581003 |
| Tagiau: |
Dim Tagiau, Byddwch y cyntaf i dagio'r cofnod hwn!
|