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Концептуализиране Ценността На Бранда

Author

Listed:
  • Венета Любенова

    (Стопанска академия "Д.А.Ценов")

Abstract

Настоящата студия разглежда епистемологичните проблеми, свързани с ценността на бранда като латентен потребителски конструкт. Основните цели са определяне мястото на ценността на бранда, базирайки се на съществуващото знание, както и извеждането на концептуална дефиниция, отчитаща източниците и ползите от нея за крайния потребител. В подкрепа на концептуализацията са проведени анализ на съвместните честоти, клъстерен и кореспондентен анализ на водещите дефиниции за ценност на бранда с помощта на софтуерен продукт Hamlet II 3.0.

Suggested Citation

  • Венета Любенова, 2018. "Концептуализиране Ценността На Бранда," Almanac of PhD Students, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, vol. 14(14 Year 2), pages 5-25.
    • Handle: RePEc:dat:almphd:v:14:y:2018:i:14:p:5-25
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    File URL: http://hdl.handle.net/10610/4102
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    More about this item

    Keywords

    ценност на бранда; стойност на бранда; дефиниране ценност на бранда; текстов анализ;
    All these keywords.

    JEL classification:

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

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