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  • Finding Sources of Brand Value: Developing a stakeholder model of brand equity

    Author(s)
    Jones, Richard
    Griffith University Author(s)
    Gyrd-Jones, Richard
    Year published
    2005
    Metadata
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    Abstract
    This paper reflects the current interest in brand research into 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 managers and suggestions for future research are presented.This paper reflects the current interest in brand research into 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 managers and suggestions for future research are presented.
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    Journal Title
    Journal of Brand Management
    Volume
    13
    Issue
    1
    DOI
    https://doi.org/10.1057/palgrave.bm.2540243
    Subject
    Marketing Communications
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/39292
    Collection
    • Journal articles

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