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What Was Brand Equity Anyway, and How Did They Measure It? / Muravskii, D.V; Alkanova, O.N.; Smirnova, M.M.

Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress. Springer Nature, 2016. стр. 311-314 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Результаты исследований: Публикации в книгах, отчётах, сборниках, трудах конференций › глава/раздел › Рецензирование

Harvard

Muravskii, DV, Alkanova, ON & Smirnova, MM 2016, What Was Brand Equity Anyway, and How Did They Measure It? в Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, стр. 311-314. https://doi.org/10.1007/978-3-319-24184-5_82

APA

Muravskii, D. V., Alkanova, O. N., & Smirnova, M. M. (2016). What Was Brand Equity Anyway, and How Did They Measure It? в Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress (стр. 311-314). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-24184-5_82

Vancouver

Muravskii DV, Alkanova ON, Smirnova MM. What Was Brand Equity Anyway, and How Did They Measure It? в Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress. Springer Nature. 2016. стр. 311-314. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-319-24184-5_82

Author

Muravskii, D.V ; Alkanova, O.N. ; Smirnova, M.M. / What Was Brand Equity Anyway, and How Did They Measure It?. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress. Springer Nature, 2016. стр. 311-314 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

BibTeX

@inbook{4869e32b735f4fb98c47e001018b257c,
title = "What Was Brand Equity Anyway, and How Did They Measure It?",
abstract = "By reviewing the most influential works of the last decade, where the concept of brand equity was applied we discuss the different conceptualizations and measures of the construct used by scholars. We return to Feldwick{\textquoteright}s 1996 brand equity classification in order to integrate existing research into a single brand equity framework. As a result a systematic view on the brand equity conceptualization is argued, a new approach is introduced as to how brand equity measures should be chosen and insights are presented regarding where brand equity research should go in the future.",
keywords = "Brand Awareness, Brand Equity, Price Premium, Product Category, Purchase Intention",
author = "D.V Muravskii and O.N. Alkanova and M.M. Smirnova",
note = "Muravskii, D.V. What Was Brand Equity Anyway, and How Did They Measure It? / D.V Muravskii, O. N. Alkanova, M.M. Smirnova // Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress. – 2016. - P.311-314. ",
year = "2016",
doi = "10.1007/978-3-319-24184-5_82",
language = "English",
isbn = "978-3-319-24184-5",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "311--314",
booktitle = "Looking Forward, Looking Back",
address = "Germany",

}

RIS

TY - CHAP

T1 - What Was Brand Equity Anyway, and How Did They Measure It?

AU - Muravskii, D.V

AU - Alkanova, O.N.

AU - Smirnova, M.M.

N1 - Muravskii, D.V. What Was Brand Equity Anyway, and How Did They Measure It? / D.V Muravskii, O. N. Alkanova, M.M. Smirnova // Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Proceedings of the 16th Biennial Marketing Congress. – 2016. - P.311-314.

PY - 2016

Y1 - 2016

N2 - By reviewing the most influential works of the last decade, where the concept of brand equity was applied we discuss the different conceptualizations and measures of the construct used by scholars. We return to Feldwick’s 1996 brand equity classification in order to integrate existing research into a single brand equity framework. As a result a systematic view on the brand equity conceptualization is argued, a new approach is introduced as to how brand equity measures should be chosen and insights are presented regarding where brand equity research should go in the future.

AB - By reviewing the most influential works of the last decade, where the concept of brand equity was applied we discuss the different conceptualizations and measures of the construct used by scholars. We return to Feldwick’s 1996 brand equity classification in order to integrate existing research into a single brand equity framework. As a result a systematic view on the brand equity conceptualization is argued, a new approach is introduced as to how brand equity measures should be chosen and insights are presented regarding where brand equity research should go in the future.

KW - Brand Awareness

KW - Brand Equity

KW - Price Premium

KW - Product Category

KW - Purchase Intention

UR - http://www.scopus.com/inward/record.url?scp=85031725780&partnerID=8YFLogxK

U2 - 10.1007/978-3-319-24184-5_82

DO - 10.1007/978-3-319-24184-5_82

M3 - Chapter

SN - 978-3-319-24184-5

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 311

EP - 314

BT - Looking Forward, Looking Back

PB - Springer Nature

ER -

ID: 4661508