文章基本信息

标题：MANAGINGBRAND EQUITY RISK: ADDINGEXOGENOUS RISKS TO AN EVALUATIONMODEL
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作者：Cătălin Mihail Barbu ; Sorin Tudor ; Dorian Laurenţiu Florea 等
期刊名称：Annals of the University of Craiova: Economic Sciences Series
印刷版ISSN：1223-365X
电子版ISSN：1843-3723
出版年度：2014
卷号：1
页码：123-129
语种：English
出版社：Universitaria Craiova
摘要：Risk can no longer be ignored when talking about brand management,as risk management can no longer disregard brands for manifold reasons.Building on the risk-based brand equity model,this paper contributes to the development of an evaluation model,by suggesting formulas for 3 exogenous risk sources related to the market and competitive structure: the new brand marketing effort,consumer behavior change,and the extant brands adaptation.
关键词：brand equity;brand-related risks;brand management;accounting researches