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| Tekijä: | Eagle, L. (et al.) |
| Otsikko: | Brand equity and brand vulnerability : the impact of gray marketing/parallel importing on brand equity and values |
| Lehti: | European Journal of Marketing
2003 : VOL 37:10, p. 1332-1349 |
| Asiasana: | BRANDS IMPORTS MARKETING NEW ZEALAND |
| Kieli: | eng |
| Tiivistelmä: | This article sifts brand equity and factors which can threat it. This topic has not received a lot of attention in academic world, but nowadays it has been noticed mainly because of changes in international accounting standards and in marketing communication. These two things make it possible to relate financial value to intangible assets. Practical examples are interviews from New Zealand, where the authors of this article have interviewed brand managers. |
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