1887

n International Retail and Marketing Review - Finding sources of brand value : developing a stakeholder model of brand equity

Volume 4, Issue 2
  • ISSN :
USD

 

Abstract

This article reflects the current interest in brand research towards studying 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 mangers and suggestions for future research are presented.

Loading full text...

Full text loading...

Loading

Article metrics loading...

/content/irmr/4/2/EJC47036
2008-08-01
2017-06-24

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error