Finding sources of brand value: Developing a stakeholder model of brand equity

被引：0
|
作者：
Richard Jones
机构：
[1] Copenhagen Business School,Department of Marketing
来源：
Journal of Brand Management | 2005年 / 13卷 / 1期
关键词：
brand; valuation; equity; electronic; management; e-branding; e-tailing; management; international; Internet; marketing; measurement; personality; consumers; advertising; fast moving; consumer goods; FMCG; brand-building; strategy;
D O I：
10.1057/palgrave.bm.2540243
中图分类号：
学科分类号：
摘要：
This paper reflects the current interest in brand research into non-consumer relations and their role in brand value creation. It presents a model of stakeholder equities as a tool for brand managers to assess the value of multiple stakeholders in relation to the brand. A stakeholder–brand value model is then developed to strengthen understanding of the sources of brand value. It is argued that brand value is co-created through interaction with multiple strategic stakeholders. Considerations for brand managers and suggestions for future research are presented.
引用
收藏
页码：10 / 32
页数：22
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