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

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

Marc Fischer, Max Backhaus, Tobias Hornig

언어ENG
URLhttps://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)

키워드

brand equity brand exploitation strategy corporate valuation value appropriation econometric models

저자

Marc Fischer(University of Cologne, Germany)
Max Backhaus(University of Cologne, Germany)
Tobias Hornig(Tobias Hornig)

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