search query: @author Irmscher, M. / total: 3
reference: 2 / 3
| Author: | Irmscher, M. |
| Title: | Modelling the brand equity concept (Bewertungsmethode) |
| Journal: | Marketing and Research Today
1993 : MAY, VOL. 21:2, p. 102-110 |
| Index terms: | |
| Freeterms: | WARENMARKE |
| Language: | eng |
| Abstract: | There is no unique definition of a brand and therefore little agreement on the right way to measure its characteristics. The author describes three different perspectives of the term 'brand equity' and goes on to discuss the relationship between brand value and brand equity. |
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