Branding and Brand Equity Models

Tülin Erdem and Joffre Swait

Chapter 12 in The History of Marketing Science, 2023, pp 409-433 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:IntroductionAnalytical Models of Strategic Branding Decisions and Brand EquityEmpirical ModelsDiscussion and ConclusionReferences

Keywords: Marketing Science; Brand Choice; Conjoint Analysis; Innovation Diffusion; Market Structure; Stochastic Models of Buyer Behaviour; Endogeneity; Machine Learning; Field Experiments; Advertising Effectiveness; Brand Equity; Distribution Channels; Customer Relationship Management; Internet Marketing; New Products; Services Marketing; Organizational Buying Behaviour; Pricing; Sales Force; Sales Promotions; Market Segmentation (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
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Chapter: Branding and Brand Equity Models (2014)
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