search query: @author Barwise, P. / total: 11
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| Author: | Barwise, P. |
| Title: | Brand equity: Snark or Boojum? |
| Journal: | International Journal of Research in Marketing
1993 : MAR, VOL. 10, p. 93-104 |
| Index terms: | BRANDS RESEARCH MARKETING |
| Language: | eng |
| Abstract: | The concept of brand equity is barely ten years old and has only recently become the subject of much academic research. This has largely focused on the short-term responses of US consumers to hypothetical brand extensions, with many findings of great potential interest to practitioners. The paper argues that progress may have been hindered by attempts to find a single all-embracing measure of brand equity, partly because the value of a brand is not in practice separable from the value of the product and the rest of the firm. Its overall conclusion is that researchers should now focus more effort on the strategic, financial, managerial, and international aspects brand equity. |
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