Add to ORKGThe paper highlights, through a conceptual and theoretical model, the relationships between the investments in marketing equity and the shareholders' value. The relationships between the components of the marketing equity are analyzed, too
This paper examines the effect of corporate equity ownership on investment when firms have product m...
This paper investigates an unexplored dimension of block-equity ownership: benefits in product-marke...
It is often assumed that brands represent an asset, as well as a source of current and future earnin...
The paper highlights, through a conceptual and theoretical model, the relationships between the inve...
The paper puts in evidence the role of the marketing equity investments to create shareholders' valu...
For many marketers, the world of corporate finance, and shareholder value in particular, remains a p...
The file attached to this record is the author's final peer reviewed version. The Publisher's final ...
Abstract: The author presents a model of the brand equity dimensions and how the model behaves if th...
In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands...
Marketing researchers and practitioners are concerned about the accountability of marketing expendit...
We present resource-based and capability-based arguments of marketing investment intensity to offer ...
Marketing researchers and practitioners are concerned about the accountability of marketing expendit...
AbstractThe goal of the company is to deliver value to investors. According to the resource-based vi...
Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketi...
Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketi...
This paper examines the effect of corporate equity ownership on investment when firms have product m...
This paper investigates an unexplored dimension of block-equity ownership: benefits in product-marke...
It is often assumed that brands represent an asset, as well as a source of current and future earnin...
The paper highlights, through a conceptual and theoretical model, the relationships between the inve...
The paper puts in evidence the role of the marketing equity investments to create shareholders' valu...
For many marketers, the world of corporate finance, and shareholder value in particular, remains a p...
The file attached to this record is the author's final peer reviewed version. The Publisher's final ...
Abstract: The author presents a model of the brand equity dimensions and how the model behaves if th...
In the last two decades the term ‘equity’ has been used in marketing to describe the value of brands...
Marketing researchers and practitioners are concerned about the accountability of marketing expendit...
We present resource-based and capability-based arguments of marketing investment intensity to offer ...
Marketing researchers and practitioners are concerned about the accountability of marketing expendit...
AbstractThe goal of the company is to deliver value to investors. According to the resource-based vi...
Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketi...
Purpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketi...
This paper examines the effect of corporate equity ownership on investment when firms have product m...
This paper investigates an unexplored dimension of block-equity ownership: benefits in product-marke...
It is often assumed that brands represent an asset, as well as a source of current and future earnin...