Sally Samih Baalbaki
AdvertisingCorporate brandingBusinessBrand awarenessMarketingBrand equityEquity (finance)Product (business)Brand managementEquity theoryBrand extension
Publications 1
Brand equity is perhaps the most important marketing concept in both academia and practice. The term came into use during the late 1980s; and the importance of conceptualizing, measuring, and managing brand equity has grown rapidly in the eyes of practitioners and academics alike. This has resulted in several often-divergent view-points on the dimensions of brand equity, the factors that influence it, the perspectives from which it should be studied, and the ways to measure it. Many different de...
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