Is Your Brand Going Out of Fashion? A Quantitative, Causal Study Designed to Harness the Web for Early Indicators of Brand Value
作者： Maureen S Cole
DOI:
关键词: Advertising 、 Brand management 、 Brand equity 、 Marketing 、 Brand awareness 、 Brand extension 、 The Internet 、 Business
摘要: 1 Chapter 1: INTRODUCTION 2 2: LITERATURE REVIEW 10 Research Domain 12 3: THEORETICAL FRAMEWORK 15 Customer Information-‐Processing Model Interaction With a Search Engine 18 4: CONCEPTUAL MODEL 20 Brand Value 22 Customer-‐Based Variables 23 1. CUSTOMER ACTION 24 2. VALUE Financial 29 MARKETING BRAND HISTORY 3. FIRMOGRAPHICS 30 4. CONTROL VARIABLES 31 5: METHODOLOGY 34 Database Overview Predictor 6: ANALYSIS 39 7: CONTRIBUTION, LIMITATIONS AND FUTURE RESEARCH 49 Contribution Limitations and Future Direction 50 Appendix 52 Bibliography 53
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