Atıf İçin Kopyala
Dinçer H., Bozaykut-Buk T., Emir Ş., Yuksel S., Ashill N.
Journal of Product and Brand Management, cilt.29, ss.335-354, 2020 (SSCI)
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Yayın Türü:
Makale / Tam Makale
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Cilt numarası:
29
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Basım Tarihi:
2020
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Doi Numarası:
10.1108/jpbm-09-2018-2037
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Dergi Adı:
Journal of Product and Brand Management
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Derginin Tarandığı İndeksler:
Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, INSPEC
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Sayfa Sayıları:
ss.335-354
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Anahtar Kelimeler:
Branding, Fuzzy sets, Brand equity, Brand name, Corporate branding, Brand performance, Brand management, Knowledge extraction, Text mining, Fuzzy logic, CUSTOMER-BASED BRAND, PRODUCT INNOVATION, PERFORMANCE EVALUATION, FINANCIAL PERFORMANCE, STRATEGY-DEVELOPMENT, IMPACT, CATEGORIZATION, PREFERENCE, MODEL, DETERMINANTS
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İstanbul Üniversitesi Adresli:
Evet
Özet
Purpose The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to business performance.