Exportar Publicação

Davcik, N., Vinhas da Silva, Rui & Hair, Joe F. (2013). Towards a Unified Theory of Brand Equity: Conceptualizations, Typologies and Avenues for Future Research. SSRN.

N. Davcik et al.,  "Towards a Unified Theory of Brand Equity: Conceptualizations, Typologies and Avenues for Future Research", in SSRN, 2013

@unpublished{davcik2013_1714995866092,
	author = "Davcik, N. and Vinhas da Silva, Rui and Hair, Joe F.",
	title = "Towards a Unified Theory of Brand Equity: Conceptualizations, Typologies and Avenues for Future Research",
	year = "2013",
	url = "http://ssrn.com/abstract=2363739"
}

TY  - EJOUR
TI  - Towards a Unified Theory of Brand Equity: Conceptualizations, Typologies and Avenues for Future Research
T2  - SSRN
AU  - Davcik, N.
AU  - Vinhas da Silva, Rui
AU  - Hair, Joe F.
PY  - 2013
DO  - 10.2139/ssrn.2363739
UR  - http://ssrn.com/abstract=2363739
AB  - This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand value formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. We present a taxonomy of brand value grounded on a synthesis of contemporary approaches to the theme. In so doing we identify gaps in the brand equity literature, which we hope will serve as beacons for future research and provide valuable theoretical insights on the determinants of brand value formation and the development of better brand equity measurement tools. We argue that the unifying brand equity theory must be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs
ER  -