Exploring brand equity
Subtitle: an insightful collection of noteworthy articles and papers on conceptual, definitional, attitudinal, behavioral, monetary worth, and multidimensional aspects of brand equity
By: compiled by: Arthur Christiani ... [et al.]
Contributors: Christiani, Arthur.; Advertising Research Foundation.
Series: ARF research reference series
Publisher: Advertising Research Foundation
Published: 1995
Place of publication: New York, NY
Language: eng
Number of pages: 329
Subjects: Brand name products -- Valuation.; Advertising -- Brand name products -- Research.; Brand name products -- Marketing -- Research.; Intangible property -- Valuation.
Notes: Includes bibliographical references.
Table of contents: value: Concept and definition; value: Attitudinal elements of brand equity; value: Behavioral aspects of brand equity; value: Dollar value of brand equity; value: Multidimensional brand equity focus.