title: Brand equity in modern marketing theory
metadata.name: dc.contributor.author
metadata.value: Muravskii, D. V.
metadata.name: dc.contributor.author
metadata.value: Smirnova, Maria M.
metadata.name: dc.contributor.author
metadata.value: Alkanova, O. N.
metadata.name: dc.date.accessioned
metadata.value: 2013-12-20T08:33:39Z
metadata.name: dc.date.accessioned
metadata.value: 2014-03-17T05:42:24Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2013-12-20T08:33:39Z
metadata.name: dc.date.available
metadata.value: 2014-03-17T05:42:24Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2012
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/813
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/813
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: In this paper, the prevalent approaches towards defining and measuring brand equity are discussed and systematized. The resulting classification allows matching particular types of brand metrics with coherent approaches to defining brand equity, which contributes to the convenience of making and justifying the choice of brand equity measures.
metadata.lang: ru
metadata.name: dc.language.iso
metadata.value: Russian
metadata.lang: ru
metadata.name: dc.publisher
metadata.value: Graduate School of Management, Saint Petersburg State University
metadata.name: dc.relation.ispartofseries
metadata.value: Working Paper;7(R)_2012
metadata.name: dc.subject
metadata.value: brand equity
metadata.name: dc.subject
metadata.value: brand equity measurement
metadata.name: dc.subject
metadata.value: defining brand equity
metadata.name: dc.subject
metadata.value: капитал бренда
metadata.name: dc.subject
metadata.value: измерение капитала бренда
metadata.name: dc.subject
metadata.value: определение капитала бренда
metadata.name: dc.title
metadata.value: Brand equity in modern marketing theory
metadata.lang: ru
metadata.name: dc.title.alternative
metadata.value: Капитал бренда в современной теории маркетинга
metadata.name: dc.type
metadata.value: Working Paper
metadata.lang: ru
metadata.name: dc.contributor.altauthor
metadata.value: Муравский, Д. В.
metadata.name: dc.contributor.altauthor
metadata.value: Смирнова, М. М.
metadata.name: dc.contributor.altauthor
metadata.value: Алканова, О. Н.
resources.filename: 7(R)_2012.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/813/1/7%28R%29_2012.pdf
resources.format: Adobe PDF
resources.size: 866,39 kB