Capital de marcapilares, medición y efectos sobre el consumidor y la empresa

  1. Mercedes Martos Partal 1
  2. Oscar González Benito 1
  1. 1 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

Revista:
Economía industrial

ISSN: 0422-2784

Any de publicació: 2019

Títol de l'exemplar: Activos Intangibles

Número: 414

Pàgines: 13-22

Tipus: Article

DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Economía industrial

Resum

Brands are intangible assets for companies that invest and spend many resources in building them. It is key to understand how brand equity is set up and to identify its main pillars within the minds and hearts of consumers. We need to know how to measure under different approaches: consumer level, product level market and level of financial valuation. Moreover, we have to recognize how marketing actions and strategies affect the achievement of equity and which are the benefits that can be accomplished in terms of consumers, markets and others stakeholder’s responses.

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Fuente de los datos: Dialnet