Finding sources of brand value : developing a stakeholder model of brand equity

dc.contributor.author	Jones, Richard
dc.date.accessioned	2010-01-19T13:59:00Z
dc.date.available	2010-01-19T13:59:00Z
dc.date.issued	2008
dc.identifier.citation	Jones, R. 2008, 'Finding sources of brand value : developing a stakeholder model of brand equity', International Retail and Marketing Review, vol. 4, no. 2, pp. 43 - 63.	en
dc.identifier.uri	http://hdl.handle.net/10500/3028
dc.description	Journal article
dc.description.abstract	This article reflects the current interest in brand research towards studying non-consumer relations and their role in brand value creation. It presents a model of stakeholder equities as a tool for brand managers to assess the value of multiple stakeholders in relation to the brand. A stakeholder brand value model is then developed to strengthen understanding of the sources of brand value. It is argued that brand value is co-created through interaction with multiple strategic stakeholders. Considerations for brand mangers and suggestions for future research are presented.	en
dc.language.iso	en	en
dc.publisher	International Retail and Marketing Review	en
dc.subject	Brand value	en
dc.subject	Brand equity	en
dc.subject	Stakeholder model	en
dc.subject	Non-consumer relations	en
dc.subject	Sources of brand value	en
dc.title	Finding sources of brand value : developing a stakeholder model of brand equity	en
dc.type	Article	en