Controversia conceptual sobre el capital de marcapropuesta de un marco teórico de análisis
ISSN: 1019-6838
Año de publicación: 2003
Volumen: 12
Número: 3
Páginas: 7-24
Tipo: Artículo
Otras publicaciones en: Revista europea de dirección y economía de la empresa
Resumen
The concept of brand equity has been receiving considerable academic and practioner atention due to a series of takeovers and valuations since the lete 1980s which recognised the staggeniag values which brand names can reach. However there appears to be no agreeement on what brand equity is. in this sense, th author developa a concptual framework that proposes that brend equity is a market-based asset arising from the value and the utility brand adds to the consumer's buying and consumption decisions. Based on this framewonk, the distinction between brand equity and brand value is discussed and also the problem of context velidity existing in Iba concept of brand equity is presented.