期刊
JOURNAL OF BUSINESS RESEARCH
卷 69, 期 11, 页码 5479-5486出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2016.04.159
关键词
Brand equity; Consumers; Fuzzy set qualitative comparative analysis; Brand management
类别
资金
- Economic and Social Research Council [RES-000-22-3431]
- ESRC [ES/G035903/1] Funding Source: UKRI
- Economic and Social Research Council [ES/G035903/1] Funding Source: researchfish
Brand equity is a valuable (intangible) asset for firms. Research examines brand equity from the side of consumers, firms, or other stakeholders. Consumer-based brand equity focuses on consumers and represents positive business outcomes. Despite its importance, most extant literature focuses on brand equity as a construct, thus failing to recognize the complexity of the phenomenon. This study uses complexity theory and fuzzy set qualitative comparative analysis to put forth an empirically validated framework that shows consumer-based brand equity as a dynamic and sequential process consisting of three blocks: Brand building, brand understanding, and brand relationships. This study provides insights into the creation process of brand equity, and helps progress the discussion from a focus on brand equity as a construct to a focus on brand equity as a process. (C) 2016 Published by Elsevier Inc.
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