Integrating brand, retailer and end-customer perspectives
نویسندگان
چکیده
منابع مشابه
Relating Brand and Customer Perspectives on Marketing Management
What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm’s brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing programs? The objective of this article is to examine these two perspectives in depth so that research...
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ژورنال
عنوان ژورنال: Marketing Theory
سال: 2009
ISSN: 1470-5931,1741-301X
DOI: 10.1177/1470593108100070