Controversia conceptual sobre el capital de marca: propuesta de un marco teórico de análisis

• Autores: Elena Delgado Ballester
• Localización: Revista europea de dirección y economía de la empresa, ISSN 1019-6838, Vol. 12, Nº 3, 2003, págs. 7-24
• Idioma: español
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• Dialnet Métricas: 2 Citas
• Resumen

  • The concept of brand equity has been receiving considerable academic and practioner atention due to a series of takeovers and valuations since the lete 1980s which recognised the staggeniag values which brand names can reach. However there appears to be no agreeement on what brand equity is. in this sense, th author developa a concptual framework that proposes that brend equity is a market-based asset arising from the value and the utility brand adds to the consumer's buying and consumption decisions. Based on this framewonk, the distinction between brand equity and brand value is discussed and also the problem of context velidity existing in Iba concept of brand equity is presented.