An AHP approach to assess brand intangible assets

Measuring Business Excellence

Volumn 12, Issue 2, 2008, Pages 68-78

  Costa, Roberta ^a   Evangelista, Simonluca ^b  

^a UNIVERSITY OF ROME TOR VERGATA   (Italy)

^b PROCTER AND GAMBLE COMPANY   (United States)

Author keywords

Analytical hierarchy process; Brand equity; Intangible assets; Metrics

Indexed keywords

EID: 44949239531     PISSN: 13683047     EISSN: None     Source Type: Journal    
DOI: 10.1108/13683040810881207     Document Type: Article

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