Zobrazeno 1 - 4
of 4
pro vyhledávání: '"O. N. Alkanova"'
Publikováno v:
Digital Policy, Regulation and Governance. 22:269-288
PurposeThis study aims to systematize and critically analyse existing indices and frameworks on digital capabilities with the focus on consumers’ digital capabilities, identify opportunities for their further development and suggest agenda for futu
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::34c6fb87663e059fc4f4081435d4e0c3
https://doi.org/10.1108/dprg-02-2020-0028
https://doi.org/10.1108/dprg-02-2020-0028
Autor:
Daniil V. Muravskii, O. N. Alkanova, Maria Smirnova, Snezhana A. Muravsakaia, Kseniia S. Golovacheva
Publikováno v:
Vestnik of Saint Petersburg University Management. 18
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::95af38496f0051e05a32551f98f3abeb
https://doi.org/10.21638/11701/spbu08.2019.103
https://doi.org/10.21638/11701/spbu08.2019.103
Publikováno v:
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing ISBN: 9783319241821
By reviewing the most influential works of the last decade, where the concept of brand equity was applied we discuss the different conceptualizations and measures of the construct used by scholars. We return to Feldwick’s 1996 brand equity classifi
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::3fafcb9580afca3653700b32b41194b4
https://doi.org/10.1007/978-3-319-24184-5_82
https://doi.org/10.1007/978-3-319-24184-5_82
Publikováno v:
SSRN Electronic Journal.
Although there is plenty of work, in which co-branding is studied from the point of view of the consumer, there is a lack of empirical studies from a firm (managerial) perspective, which is important for the comprehensive understanding of co-branding
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5f1f7de68434a091765505415962119e
https://doi.org/10.2139/ssrn.2242870
https://doi.org/10.2139/ssrn.2242870