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Strategic brand management: New approaches to creating and evaluating brand equity · Study

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ArticleStrategic brand management: New approaches to creating and evaluating brand equity

Gil McWilliam1993

Article1993

Strategic brand management: New approaches to creating and evaluating brand equity

136 citations·0/0 files stored·International Journal of Research in Marketing

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Outsourcing and Supply Chain Management Health Services Management and Policy Consumer Behavior in Brand Consumption and Identification

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2009Designing Visual Recognition for the Brand*2001Consumer Evaluations of Service Brand Extensions 2015The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China 2010Fast fashion brand extensions: An empirical study of consumer preferences 2009Network-Domains in Combat and Fashion Organizations 2020Brand knowledge and non-financial brand performance in the green restaurants: Mediating effect of brand attitude 2004Interpretation and Implementation of Reputation/Brand Management by UK University Leaders 2021Sustaining brand loyalty: The moderating role of green consumption values

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Year1993

Typearticle

Published1993-03-01

VenueInternational Journal of Research in Marketing

ISSN-L0167-8116

Languageen

Citations136

Files0 public / 0

ShelfOutsourcing and Supply Chain Management

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doi10.1016/0167-8116(93)90038-z

openalex_workW2921911089

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