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Export Reference (APA) 
Davcik, N., Vinhas da Silva, R. & Hair, J. F. (2015). Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research. Journal of Product and Brand Management. 24 (1), 3-17
Export Reference (IEEE) 
N. Davcik et al.,  "Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research", in Journal of Product and Brand Management, vol. 24, no. 1, pp. 3-17, 2015
Export BibTeX 
@article{davcik2015_1765612849293,
	author = "Davcik, N. and Vinhas da Silva, R. and Hair, J. F.",
	title = "Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research",
	journal = "Journal of Product and Brand Management",
	year = "2015",
	volume = "24",
	number = "1",
	doi = "10.1108/JPBM-06-2014-0639",
	pages = "3-17",
	url = "http://www.emeraldinsight.com/toc/jpbm/24/1"
}
Export RIS 
TY  - JOUR
TI  - Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research
T2  - Journal of Product and Brand Management
VL  - 24
IS  - 1
AU  - Davcik, N.
AU  - Vinhas da Silva, R.
AU  - Hair, J. F.
PY  - 2015
SP  - 3-17
SN  - 1061-0421
DO  - 10.1108/JPBM-06-2014-0639
UR  - http://www.emeraldinsight.com/toc/jpbm/24/1
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 equity 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 develop the relating conceptual study through differentiation and integration as a specific conceptual goal. We present a taxonomic framework of brand equity 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 equity formation and the development of better brand equity measurement tools. We argue that the unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.
ER  -