Brand Equity Valuation Through Big Data Intelligence

Steffen Schmidt, Frank Buckler, Sascha Langner and Klaus-Peter Wiedmann

Marketing Review St.Gallen, 2016, vol. 33, issue 2, 32-41

Abstract: The internet provides the informative potential for brand companies to display an actual brand report. The present work introduces and examines a systematic brand equity valuation based on an advanced and intelligent data analysis applied to data extracted from the internet. Specifically, the developed model approach convinces with a high predictive power.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:275844

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