Database of African Theses and Dissertations including Research (DATAD-R)

Finding sources of brand value : developing a stakeholder model of brand equity

Show simple item record

dc.creator Jones, Richard
dc.date 2010-01-19T13:59:00Z
dc.date 2010-01-19T13:59:00Z
dc.date 2008
dc.date.accessioned 2018-06-25T18:06:00Z
dc.date.available 2018-06-25T18:06:00Z
dc.identifier Jones, R. 2008, 'Finding sources of brand value : developing a stakeholder model of brand equity', International Retail and Marketing Review, vol. 4, no. 2, pp. 43 - 63.
dc.identifier http://hdl.handle.net/10500/3028
dc.identifier.uri http://hdl.handle.net/10500/3028
dc.description Journal article
dc.description This article reflects the current interest in brand research towards studying non-consumer relations and their role in brand value creation. It presents a model of stakeholder equities as a tool for brand managers to assess the value of multiple stakeholders in relation to the brand. A stakeholder brand value model is then developed to strengthen understanding of the sources of brand value. It is argued that brand value is co-created through interaction with multiple strategic stakeholders. Considerations for brand mangers and suggestions for future research are presented.
dc.language en
dc.publisher International Retail and Marketing Review
dc.subject Brand value
dc.subject Brand equity
dc.subject Stakeholder model
dc.subject Non-consumer relations
dc.subject Sources of brand value
dc.title Finding sources of brand value : developing a stakeholder model of brand equity
dc.type Article


Files in this item

Files Size Format View
43-63.pdf 162.7Kb application/pdf View/Open

This item appears in the following Collection(s)

Show simple item record

Search DATAD-R


Browse

My Account