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...
Gorde:
| Argitaratua izan da: | BAR - Brazilian Administration Review |
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| Egile Nagusiak: | , |
| Formatua: | Artigo |
| Hizkuntza: | Inglês |
| Argitaratua: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração
2009
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| Gaiak: | |
| Sarrera elektronikoa: | https://www.redalyc.org/articulo.oa?id=84111581003 |
| Etiketak: |
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