文章基本信息

标题：STUDY OF THE SIMILARITIES OF THE CUSTOMER-BASED BRAND EVALUATION MODELS: A Literature Review
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作者：Eduardo de Paula e Silva Chaves
期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2013
卷号：3
期号：03
页码：34-45
出版社：Society for Business Research Promotion
摘要：What are the implementation and measurement models of customer-based brand equity? This paper seeks to indicate an answer supported on scientific method, more specifically in this last question, that is, measure brand equity based on the customers´ differential responses to a brand. Therefore, a research is elaborated with several correlated themes (brands and brand valuation) to infer relevant conclusions to the theme: customer-based brand equity models. This work aims to label the basic and additional references on the theme by making use of tables and charts; from summaries with enumeration of quotations and comparison of theoretical models. Thus, the objectives of the paper are reached by the tables presented in the content analysis; in the presentation of the similarities of the valuation models of consumer-based brand equity. Therefore, the similarities and divergences of the brand valuation models, by the customer´s point of view, are now organized and presented to the reader. Full Text