Do we need a broader definition of brand equity? Developing a stakeholder conceptualisation of brand equity

Richard Jones

This article argues that the traditional notion of brand equity, based on consumer awareness and attitudes and anticipated earning potential, needs expanding to take in all a company's stakeholders.
  

Do we need a broader definition of brand equity? Developing a stakeholder conceptualisation of brand equity

Richard JonesCopenhagen Business School

INTRODUCTION

This paper joins the current discussion about the pressures on for marketing to become...

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