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Brand value co-creation factors: stakeholder approach

Author

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  • Migle Eleonora Cernikovaite

    (Mykolo Romerio University, Vilnius, Lithuania)

Abstract

The aim of the article is reveal brand value creation from different point of views: customers and stakeholders. Literature analysis suggests brand value has become an important metric for brand health for consumers and corporate performance metric for many companies and investors. However increasing consumer power, accelerated social media, marketing promotions companies threatens the foundations of brand value. This article focus on measuring the influence of advertising, sales promotions, brand community, innovations and other incentives on brand value after controlling for net income and lagged brand valuation of Lithuanian companies. The article was prepared by using comparative analysis of scientific literature, integrated brand valuation model, empirical results from some Lithuanian companies and the author insights on this topic.

Suggested Citation

  • Migle Eleonora Cernikovaite, 2013. "Brand value co-creation factors: stakeholder approach," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 6(2), pages 32-40, December.
    • Handle: RePEc:rse:wpaper:v:6:y:2013:i:2:p:32-40
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    References listed on IDEAS

    as
    1. Singfat Chu & Hean Keh, 2006. "Brand value creation: Analysis of the Interbrand-Business Week brand value rankings," Marketing Letters, Springer, vol. 17(4), pages 323-331, December.
    2. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand value creation; advertising; sales promotions; innovations; brand community; stakeholders;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G32 - Financial Economics - - Corporate Finance and Governance - - - Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill

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