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By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

References Aaker, D. A. (2003). Brand building . Brno: Computer Press. Beccaceci, F., Borgonovo, E., & Reggiani, F. (2006). Risk Analysis in Brand Valuation . SSRN eLibrary. [Accessed 20.04.2017]. Available from Internet: http://ssrn.com/abstract=931023 . Beleska-Spasova, E., Loykulnanta, S., & Nguyen, Q.T.K. (2016). Firm-specific, national and regional competitive advantages: The case of emerging market MNEs-Thailand. Asian Business & Management , 15(4), 264-291. Cizinska, R., & Krabec, T. (2014). Destroying and Creating Equity Value

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Measuring Brand Value: The Case of Romanian Public Traded Companies

de. Interbrand (2018). Brand valuation methodology, available online at https://www.interbrand.com/best-brands/best-global-brands/methodology/. Investopedia (2018). Brand equity definition, available online at https://www.investopedia.com/terms/b/brandequity.asp. Kantar Millward Brown (2018). Brand valuation methodology, available online at http://www.millwardbrown.com/brandz/brandz. Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page

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Company's Brand -- An Influence Factor For Sustainable Success

., The Marketing Metrics to Pump Up The Cash Flow , 2nd Edition, Prentice Hall, London, UK (2003) 7. Keller, L.K., Strategic Brand Management, Building, Measuring, and Managing Brand Equity , Prentice Hall, NJ, (1998) 8. Ambler, T., Barwise P., The Trouble with Brand Valuation , Journal of Brand Management, no.5 (may), pp.367-377, (1998) 9. Simon, C.J., Sullivan, M.W., The Measurement and Determinants of Brand Equity: A Financial Approach , Marketing Science, no.12(winter), pp.28-52, (1993) 10. Feldwick, P., What Is Brand Equity Anyway, and How Do You

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Evaluation of the Effectiveness of Selected Slovak Brands on the Principle of DEA Models with the Possibility to Optimise them

analysis. E + M Ekonomie a management, (12), pp. 133-145. Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ: Prentice Hall. Majerova, J., & Kliestik, T. (2015). Brand valuation as an important component of brand value building and managing. In 4th World Conference on Business, Economics and Management. Conference proceedings, pp. 546-552. Nadanyiova, M. (2015). The quality mark SK and its impact on the shopping behavior of Slovak customers. Economics and finance, (23), pp. 1509-1514. Podhorska, I

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Linear Model for Brand Portfolio Optimization

Kliestik, T. (2015). Brand valuation as an immanent component of brand value building and managing. Procedia Economics and Finance , 26. pp. 546 – 552. Morgan, N. A. & Rego, L. L. (2009). Brand portfolio strategy and firm performance. Journal of Marketing , 73(1), 59–74. Nguyen, H.T., Zhang, Y.F., Calantone, R.J.(2018). Brand portfolio coherence: Scale development and empirical demonstration. International Journal of Research in Marketing 35 (1), 60–80.DOI:10.1016/j.ijresmar.2017.11.003 Santos, E.C.S. (2018). Brand portfolio strategy and brand

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The Quality of Brand Products: Expected Attributes vs. Perceived Reality

- Consumers use of brand-name, price, physical appearance, and retailer reputation as signals of product quality. Journal of Marketing , 58(2), 81-95. Janoskova, K., & Krizanova, A. (2017). Comparison of selected internationally recognized brand valuation methods. Oeconomia Copernicana , 8(1), 99–110. Kaiser, H. F., & Rice, J. (1974). Little Jiffy Mark IV. Educational and Psychological Measurement , 34, 111-117. Kato, T., & Tsuda, K. (2018). Causal evaluation of quality brand image. In The 31st International Business Information Management Association

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The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty

-Business-Information-Management-Association, Sustainable economic growth, education excellence and innovation management through vision 2020. Majerova, J., and Kliestik, T., 2015. Brand valuation as an immanent component of brand value building and managing. Procedia Economics and Finance, 26 , 546-552. http://dx.doi.org/10.1016/S2212-5671(15)00953-3 McHugh, R. K., Whitton, S. W., Peckham, A. D., Welge, J. A., and Otto, M. W., 2013. Patient Preference for Psychological vs. Pharmacological Treatment of Psychiatric Disorders: A Meta-Analytic Review. The journal of Clinical Psychiatry, 74 (6), 595

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