MANAGING BRAND EQUITY RISK: ADDING EXOGENOUS RISKS TO AN EVALUATION MODEL
| Autor: | Catalin Mihail Barbu, Sorin Tudor, Dorian Laurentiu Florea |
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| Rok vydání: | 2014 |
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| Zdroj: | Annals of Computational Economics. 1(42):123-129 |
| Popis: | Risk can no longer be ignored when talking about brand management, as risk management can no longer disregard brands for manifold reasons. Building on the risk-based brand equity model, this paper contributes to the development of an evaluation model, by suggesting formulas for 3 exogenous risk sources related to the market and competitive structure: the new brand marketing effort, consumer behavior change, and the extant brands adaptation. |
| Databáze: | OpenAIRE |
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