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Brand Equity Valuation Through Big Data Intelligence

Author

Listed:
  • Schmidt, Steffen
  • Buckler, Frank
  • Langner, Sascha
  • Wiedmann, Klaus-Peter

Abstract

The internet provides the informative potential for brand companies to display an actual brand report. The present work introduces and examines a systematic brand equity valuation based on an advanced and intelligent data analysis applied to data extracted from the internet. Specifically, the developed model approach convinces with a high predictive power.

Suggested Citation

  • Schmidt, Steffen & Buckler, Frank & Langner, Sascha & Wiedmann, Klaus-Peter, 2016. "Brand Equity Valuation Through Big Data Intelligence," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 32-41.
    • Handle: RePEc:zbw:hsgmrs:275844
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    References listed on IDEAS

    as
    1. Lei Zhang & Yanjie Wang & Honghai Sun & Zhijun Yao & Shuwen He, 2015. "Robust Visual Correlation Tracking," Mathematical Problems in Engineering, Hindawi, vol. 2015, pages 1-13, September.
    2. Dominique M. Hanssens & Koen H. Pauwels & Shuba Srinivasan & Marc Vanhuele & Gokhan Yildirim, 2014. "Consumer Attitude Metrics for Guiding Marketing Mix Decisions," Marketing Science, INFORMS, vol. 33(4), pages 534-550, July.
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