Towards a theory of marketplace equity: Integrating branding and relationship thinking with financial thinking

Marketing Theory

Volumn 2, Issue 1, 2002, Pages 5-28

  Brodie, Roderick J ^a   Glynn, Mark S ^b   Van Durme, Joel ^a  

^a UNIVERSITY OF AUCKLAND   (New Zealand)

^b AUCKLAND UNIVERSITY OF TECHNOLOGY   (New Zealand)

Author keywords

brand value; customer value; equity; governance; intangible assets; market based assets; networks; relationships; theory development

Indexed keywords

EID: 84992875311     PISSN: 14705931     EISSN: None     Source Type: Journal    
DOI: 10.1177/147059310200200101     Document Type: Article

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