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  • 标题:MANAGINGBRAND EQUITY RISK: ADDINGEXOGENOUS RISKS TO AN EVALUATIONMODEL
  • 本地全文:下载
  • 作者:Cătălin Mihail Barbu ; Sorin Tudor ; Dorian Laurenţiu Florea
  • 期刊名称:Annals of the University of Craiova: Economic Sciences Series
  • 印刷版ISSN:1223-365X
  • 电子版ISSN:1843-3723
  • 出版年度:2014
  • 卷号:1
  • 页码:123-129
  • 语种:English
  • 出版社:Universitaria Craiova
  • 摘要: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.
  • 关键词:brand equity;brand-related risks;brand management;accounting researches
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