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SUSTAINABLE BRAND EXPLOITATION: A VALUE-BASED APPROACH FOR STRATEGY EVALUATION

Marc Fischer, Max Backhaus, Tobias Hornig
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372432
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
p.138
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
brand equitybrand exploitation strategycorporate valuationvalue appropriationeconometric models
Author
  • Marc Fischer(University of Cologne, Germany)
  • Max Backhaus(University of Cologne, Germany)
  • Tobias Hornig(Tobias Hornig)