An ex-ante approach to brand capability valuation

Journal of Business Research

Volumn 62, Issue 3, 2009, Pages 323-331

  Ratnatunga, Janek ^a   Ewing, Michael T ^a  

^a MONASH UNIVERSITY   (Australia)

Author keywords

Brand capability; Brand value; Financial valuation metrics

Indexed keywords

EID: 59249108512     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2008.04.003     Document Type: Article

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