Measuring brand strategy: can brand equity and brand score be a tool to measure the effectiveness of strategy?

By Srivastava R. K.  

Journal of Strategic Marketing, Vol. 17, Iss. 6, 2009-12 ,pp. : 487-497

Routledge Ltd

Access to resources Recommend Favorite

Brand equity: the halo effect measure

By Leuthesser Lance   Kohli Chiranjeev S   Harich Katrin R  

European Journal of Marketing, Vol. 29, Iss. 4, 1995-04 ,pp. : 57-66

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Gray marketing and its impacts on brand equity

By Chen Hsiu-Li  

Journal of Product and Brand Management, Vol. 16, Iss. 4, 2007-07 ,pp. : 247-256

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Brand equity and brand vulnerability: The impact of gray marketing/parallel importing on brand equity and values

By Eagle Lynne   Kitchen Philip J.   Rose Lawrence   Moyle Brendan  

European Journal of Marketing, Vol. 37, Iss. 10, 2003-11 ,pp. : 1332-1349

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Measurement and tracking of brand equity in the global marketplace - The PepsiCo experience

By Kish Paulette   Riskey Dwight R   Kerin Roger A  

International Marketing Review, Vol. 18, Iss. 1, 2001-03 ,pp. : 91-96

Emerald Group Publishing Ltd

Access to resources Recommend Favorite