Brand equity evolution: a system dynamics model
One of the greatest challenges in brand management lies in monitoring brand equity over time. This paper aims to present a simulation model able to represent this evolution. The model was drawn on brand equity concepts developed by Aaker and Joachimsthaler (2000), using the system dynamics methodolo...
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| Format: | article |
| Language: | eng |
| Published: |
2009
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| Online Access: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922009000200003 |
| Country: | Brazil |
| Oai: | oai:scielo:S1807-76922009000200003 |