Performance consequences of brand equity management: Evidence from organizations in the value chain

Journal of Product & Brand Management

Volumn 12, Issue 4, 2003, Pages 220-236

  Baldauf, Artur ^a   Cravens, Karen S ^b   Binder, Gudrun ^c  

^a UNIVERSITY OF BERN   (Switzerland)

^b UNIVERSITY OF TULSA   (United States)

^c UNIVERSITY OF VIENNA   (Austria)

Author keywords

Brand equity; Customers; Financial performance; Intangible assets; Value chain

Indexed keywords

EID: 84986116853     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420310485032     Document Type: Article

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