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Концептуални Проблеми При Дефинирането На Ценността На Бранда

Author

Listed:
  • Стелиана Василева

    (Стопанска академия "Д.А.Ценов")

Abstract

Редица учени правят разлика между понятията „стойност на бранда“ и „ценност на бранда“, но съществуват и такива (Simon & Sullivan, 1993, p. 29; Krishnan, 1996, p. 390; Rust, Lemon, & Zeithaml, p. 118.), които не правят това разграничение. Според тях има разлика единствено между перспективи, независимо дали от гледна точка на потребителя или компанията, както и между маркетингова или финансова/счетоводна гледна точка. Освен липсата на теорети- чен консенсус съществува и разминаване в използваната терминология за стойност и ценност на бранда. Целта на разработката е, чрез контент анализ да до- каже, че различните перспективи за ценността на бранда не са несъвместими, а по-скоро представляват различни гледни точки, описващи идеята за стойността на бранда.

Suggested Citation

  • Стелиана Василева, 2016. "Концептуални Проблеми При Дефинирането На Ценността На Бранда," Almanac of PhD Students, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, vol. 12(12 Year 2), pages 222-243.
  • Handle: RePEc:dat:almphd:v:12:y:2016:i:12:p:222-243
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    More about this item

    Keywords

    ценност на бранда; стойност на бранда; сила на бранда; перспективи за бранд ценността; измерения на бранд ценността;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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