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- Title
CUSTOMER-BASED BRAND EQUITY - AN INNOVATIVE APPROACH.
- Authors
BRUNELLO, ADRIAN
- Abstract
Brands are an integral part of today's marketplace. The area of brand equity has received significant research attention in recent years. The fields of brand and innovation management are strongly interrelated. Innovation plays a significant role in establishing brand equity. Strong brands are triggered by innovation, and they also represent a significant source of innovation. The purpose of this article is to summarize the existing literature on brand equity, customer-based brand equity, the relationship between brand equity and innovation and the influence that brand equity has on the purchase decision.
- Subjects
BRAND equity; BRAND name products; MARKETPLACES; INNOVATION management; TECHNOLOGICAL innovations; COMMERCIAL products
- Publication
Yearbook of the 'Gheorghe Zane' Institute of Economic Researches - JASSY / Anuarul Institutului de Cercetări Economice 'Gheorghe Zane' Iaşi, 2014, Vol 23, Issue 1, p73
- ISSN
1453-4061
- Publication type
Article