This study examines the brand equity measurement issues through an extensive literature review. The review draws from relevant Italian and foreign management studies. The study is organized into three parts. The first section describes a conceptual framework that highlights key activities in measuring brand equity. The second section proposes a comparative analysis of the relevant literature focused on measuring brand equity. The last section lists some potential areas for future research.
La misurazione del valore della marca: contributi dalla letteratura
MARI, Carlo
2004-01-01
Abstract
This study examines the brand equity measurement issues through an extensive literature review. The review draws from relevant Italian and foreign management studies. The study is organized into three parts. The first section describes a conceptual framework that highlights key activities in measuring brand equity. The second section proposes a comparative analysis of the relevant literature focused on measuring brand equity. The last section lists some potential areas for future research.File in questo prodotto:
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