Brand equity and the value of marketing assets
aut.relation.edition | 2 | |
dark.contributor.author | Brodie, RJ | |
dark.contributor.author | Glynn, MS | |
dc.contributor.author | Brodie, RJ | |
dc.contributor.author | Glynn, MS | |
dc.date.accessioned | 2014-11-14T04:30:12Z | |
dc.date.available | 2014-11-14T04:30:12Z | |
dc.date.copyright | 2010 | |
dc.date.issued | 2010 | |
dc.description.abstract | In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the equity concept and how it links with financial thinking. The chapter then explores issues involved in developing a theory of marketing assets and value that integrates branding, relationship and network thinking with financial thinking. | |
dc.identifier.citation | Marketing Theory 2 (1): 5–28, 2002. | |
dc.identifier.roid | 11136 | en_NZ |
dc.identifier.uri | https://hdl.handle.net/10292/7887 | |
dc.publisher | Sage Publications | |
dc.rights | Authors can make their articles Open Access by archiving their article at no charge via the Green route. | |
dc.rights.accessrights | OpenAccess | |
dc.title | Brand equity and the value of marketing assets | |
dc.type | Chapter in Book | |
pubs.elements-id | 1055 | |
pubs.organisational-data | /AUT | |
pubs.organisational-data | /AUT/Business & Law | |
pubs.organisational-data | /AUT/Business & Law/Marketing | |
pubs.organisational-data | /AUT/Business & Law/Marketing/Marketing PBRF 2012 |