Determining The Factors Affecting Brand Equity In A Development Organization Through Survey
Journal Title: International Journal of Applied Research in Management and Economics - Year 2018, Vol 1, Issue 1
Abstract
Generally, brand equity valuation methods are divided into two categories: qualitative methods and quantitative methods. In the qualitative approach, the main issue is the customerâs view of the brand. Qualitative issues like familiarity, trust, loyalty and etc. and financial issues of the company are like price premiums, legal issues, value-added to products and etc. This project seeks to investigate some of the brand equity valuation models and determining factors affecting it in scientific articles. In order to do this, firstly we searched some related keywords in two scientific databases (Emerald Insight and Science Direct). Then we examined obtained articles and extract the brand valuation models and factors out of them. In the end, after extracting a variety of models and indexes, the experts of a development organization were asked the most important factor affecting brand equity and the result was presented.
Authors and Affiliations
Hassan Javanshir, Reza Allahyari Soeini,
Keywords
Related Articles
- EP ID EP745442
- DOI https://doi.org/10.33422/IJARME.2018.08.23
- Views 1
- Downloads 0
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