Finding Sources of Brand Value: Developing a stakeholder model of brand equity
Author(s)
Jones, Richard
Griffith University Author(s)
Year published
2005
Metadata
Show full item recordAbstract
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
Subject
Marketing Communications
Business and Management
Marketing