Intellectual capital through the eyes of the consumer

Volume: 24, Issue: 6, Pages: 554 - 566
Published: Sep 16, 2015
Abstract
Purpose – The purpose of this study is to measure intellectual capital of the firm through the eyes of the consumer by investigating the relationships between financial-based brand equity (FBBE) and consumer-based brand equity (CBBE) and their related constructs. Design/methodology/approach – Fifteen consumer brands were evaluated based on three different perspectives of CBBE, and were then regressed on FBBE. Prior to the regression analysis,...
Paper Details
Title
Intellectual capital through the eyes of the consumer
Published Date
Sep 16, 2015
Volume
24
Issue
6
Pages
554 - 566
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