Branding and Brand Equity Models

Tulin Erdem and Joffre Swait

Chapter 9 in The History of Marketing Science, 2014, pp 237-260 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; Marketing Science; Marketing Models; Quantitative Analysis; History of Marketing (search for similar items in EconPapers)
Date: 2014
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Chapter: Branding and Brand Equity Models (2023)
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