Et si le capital marque était vivant? Proposition d’une mesure dynamique grâce aux réseaux sociaux [What if brand equity was alive? Proposal of a dynamic measure through social networks]

Abstract There are two major trends in the literature regarding the evaluation of a company’s brand equity: the customer-based brand equity and the financial approach. However, the resulting findings point out that the “consumer” approach is difficult to generalize for a population as a whole and that the “financial” approach is incomplete. (Aaker, 1996; Ailawadi […] Source