Development and Application of an IT Artifact Measuring Customer Based Brand Equity, Via Social Media Analytics

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ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Development and Application of an IT Artifact Measuring Customer Based Brand Equity, Via Social Media Analytics by : Demitrios Pournarakis

Download or read book Development and Application of an IT Artifact Measuring Customer Based Brand Equity, Via Social Media Analytics written by Demitrios Pournarakis and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reaching into consumers' minds and extracting knowledge about their experience during consumer - brand interaction has been one of the dominating areas of research in marketing. Attempts to provide brand equity measurements based on the consumer perspective have seen light in literature, with prevailing methods focusing on the multidimensionality of the construct and using confirmatory factor analysis with structural equations modeling for evaluation of the models. An observed challenge in traditional measures of brand equity is that they are costly to obtain and have a certain lag. This paper addresses the need to shift towards a cross section organizational approach by utilizing big data techniques through mining and analyzing brand-related information from online social networks. We describe the design and evaluation of a conceptual model of ten steps that lays out a proposed method on how social media based brand equity measures could be optioned starting from a business perspective, the technical steps necessary to construct the measure, and conclude with how the results could be interpreted. To illustrate the validity of our model, we apply a multiple case study examining customer-based brand equity for the two leading mobile broadband carriers in North America: AT&T and Verizon. Results suggest that social media can be effectively mined to measure customer based brand equity and return of investment (ROI) of marketing campaigns. Our study contributes to both the marketing and information systems literature, by shedding light on the mechanisms governing the expressions of feelings related to brands in online social media. At the same time, we provide practitioners with an actionable method for measuring customer based brand equity in marketing campaigns.

Ask, Measure, Learn

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Publisher : "O'Reilly Media, Inc."
ISBN 13 : 1449336833
Total Pages : 157 pages
Book Rating : 4.4/5 (493 download)

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Book Synopsis Ask, Measure, Learn by : Lutz Finger

Download or read book Ask, Measure, Learn written by Lutz Finger and published by "O'Reilly Media, Inc.". This book was released on 2014-01-23 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: You can measure practically anything in the age of social media, but if you don’t know what you’re looking for, collecting mountains of data won’t yield a grain of insight. This non-technical guide shows you how to extract significant business value from big data with Ask-Measure-Learn, a system that helps you ask the right questions, measure the right data, and then learn from the results. Authors Lutz Finger and Soumitra Dutta originally devised this system to help governments and NGOs sift through volumes of data. With this book, these two experts provide business managers and analysts with a high-level overview of the Ask-Measure-Learn system, and demonstrate specific ways to apply social media analytics to marketing, sales, public relations, and customer management, using examples and case studies.

Measure What Matters

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Publisher : John Wiley & Sons
ISBN 13 : 0470920106
Total Pages : 56 pages
Book Rating : 4.4/5 (79 download)

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Book Synopsis Measure What Matters by : Katie Delahaye Paine

Download or read book Measure What Matters written by Katie Delahaye Paine and published by John Wiley & Sons. This book was released on 2011-03-15 with total page 56 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an online and social media world, measurement is the key to success If you can measure your key business relationships, you can improve them. Even though relationships are "fuzzy and intangible," they can be measured and managed-with powerful results. Measure What Matters explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies. Based on hundreds of case studies about how organizations have used measurement to improve their reputations, strengthen their bottom lines, and improve efficiencies all around Learn how to collect the data that will help you better understand your competition, do strategic planning, understand key strengths and weaknesses, and better respond to customer preferences Author runs a successful blog and serves as a measurement consultant to companies such as Facebook, Southwest Airlines, Raytheon, and Allstate Don't draw conclusions or make key decisions based on guesswork. Instead, Measure What Matters and the difference will show in the most important measure: your bottom line.

Social Media Metrics Secrets

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Publisher : John Wiley & Sons
ISBN 13 : 1118149025
Total Pages : 321 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Social Media Metrics Secrets by : John Lovett

Download or read book Social Media Metrics Secrets written by John Lovett and published by John Wiley & Sons. This book was released on 2011-07-07 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Invaluable advice on analyzing and measuring the effects of social media Do you wish you could sit down with an expert to figure out whether or not your social media initiatives are working? With Social Media Metrics Secrets, you can! Expert John Lovett taps into his years of training and experience to reveal tips, tricks, and advice on how to analyze and measure the effects of social media and gauge the success of your initiatives. He uses mini case studies to demonstrate how to manage social operations with process and technology by applying key performance indicators, and assessing the business value of social media. Highlights how social media can impact all aspects of your business and transform the way you quantify successful interactions with customers Shares innovative techniques for managing the massive volume of social analytics data by putting data to work in ways that contribute to your organizational goals Details techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future Written in a conversational tone, Social Media Metrics Secrets goes behind the scenes to present you with unbeatable advice and unparalleled insight into social media metrics.

Social Media Measurement and Management

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Publisher : Taylor & Francis
ISBN 13 : 1040094139
Total Pages : 332 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Social Media Measurement and Management by : Jeremy Harris Lipschultz

Download or read book Social Media Measurement and Management written by Jeremy Harris Lipschultz and published by Taylor & Francis. This book was released on 2024-08-01 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This revised and updated textbook applies a critical and practical lens to the world of social media analytics. Author Jeremy Harris Lipschultz explores the foundations of digital data, strategic tools, and best practices in an accessible volume for students and practitioners of social media communication. This second edition expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from academic and industry thought leaders. A perfect primer for this developing industry, this book is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of new tools and resources.

Developing Consumer-based Brand Equity Via Social Media

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Publisher :
ISBN 13 :
Total Pages : 79 pages
Book Rating : 4.:/5 (128 download)

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Book Synopsis Developing Consumer-based Brand Equity Via Social Media by : Jaka Širok

Download or read book Developing Consumer-based Brand Equity Via Social Media written by Jaka Širok and published by . This book was released on 2021 with total page 79 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics

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Publisher : McGraw Hill Professional
ISBN 13 : 0071768629
Total Pages : 336 pages
Book Rating : 4.0/5 (717 download)

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Book Synopsis Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics by : Marshall Sponder

Download or read book Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics written by Marshall Sponder and published by McGraw Hill Professional. This book was released on 2011-09-02 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Align Strategy With Metrics Using Social Monitoring Best Practices “Two or three years from now, every public relations firm that wants to be taken seriously in the C-suite and/or a lead marketing role will have someone like Marshall in its senior leadership ranks, a chief analytics officer responsible for ensuring that account leaders think more deeply about analytics and that thfirm works with the best available outside suppliers to integrate analytics appropriately.” —Paul Holmes, The Holmes Report “Marshall has provided much-needed discipline to our newest marketing frontier—a territory full of outlaws, medicine men, dot com tumbleweeds, and snake oil.” —Ryan Rasmussen, VP Research, Zócalo Group “Marshall Sponder stands apart from the crowd with this work. His case study approach, borne of real-world experience, provides the expert and the amateur alike with bibliography, tools, links, and examples to shortcut the path to bedrock successes. This is a reference work for anyone who wants to explore the potential of social networks.” —W. Reid Cornwell, Ph.D., Chief Scientist, The Center for Internet Research “Marshall is a solutions design genius of unparalleled knowledge and acumen, and when he applies himself to the business of social media, the result is a timely and important commentary on the state of research capabilities for social media.” —Barry Fleming, Director, Analytics & Insights, WCG, and Principal, DharmaBuilt.com About the Book Practically overnight, social media has become a critical tool for every marketing objective—from outreach and customer relations to branding and crisis management. For the most part, however, the data collected through social media is just that: data. It usually seems to hold little or no meaning on which to base business decisions. But the meaning is there . . . if you’re applying the right systems and know how to use them. With Social Media Analytics, you’ll learn how to get supremely valuable information from this revolutionary new marketing tool. One of the most respected leaders in his field and a pioneer in Web analytics, Marshall Sponder shows how to: Choose the best social media platforms for your needs Set up the right processes to achieve your goals Extract the hidden meaning from all the data you collect Quantify your results and determine ROI Filled with in-depth case studies from a range of industries, along with detailed reviews of several social-monitoring platforms, Social Media Analytics takes you beyond “up-to-date” and leads you well into the future—and far ahead of your competition. You will learn how to use the most sophisticated methods yet known to find customers, create relevant content (and track it), mash up data from disparate sources, and much more. Sponder concludes with an insightful look at where the field will likely be going during the next few years. Whether your social media marketing efforts are directed at B2B, B2C, C2C, nonprofit, corporate, or public sector aims, take them to the next step with the techniques, strategies, and methods in Social Media Analytics—the most in-depth, forward-looking book on the subject.

Social Media Analytics and Practical Applications

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Publisher : CRC Press
ISBN 13 : 1000515338
Total Pages : 68 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis Social Media Analytics and Practical Applications by : Subodha Kumar

Download or read book Social Media Analytics and Practical Applications written by Subodha Kumar and published by CRC Press. This book was released on 2021-12-30 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media Analytics and Practical Applications: The Change to the Competition Landscape provides a framework that allows you to understand and analyze the impact of social media in various industries. It illustrates how social media analytics can help firms build transformational strategies and cope with the challenges of social media technology. By focusing on the relationship between social media and other technology models, such as wisdom of crowds, healthcare, fintech and blockchain, machine learning methods, and 5G, this book is able to provide applications used to understand and analyze the impact of social media. Various industries are called out and illustrate how social media analytics can help firms build transformational strategies and at the same time cope with the challenges that are part of the landscape. The book discusses how social media is a driving force in shaping consumer behavior and spurring innovations by embracing and directly engaging with consumers on social media platforms. By closely reflecting on emerging practices, the book shows how to take advantage of recent advancements and how business operations are being revolutionized. Social Media Analytics and Practical Applications is written for academicians and professionals involved in social media and social media analytics.

Customer Assessment of Brand Valuation and Social Media

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Publisher :
ISBN 13 :
Total Pages : 9 pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis Customer Assessment of Brand Valuation and Social Media by : Wioleta Kucharska

Download or read book Customer Assessment of Brand Valuation and Social Media written by Wioleta Kucharska and published by . This book was released on 2016 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt: The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted the theoretical assumption, that social media creates brand value. Next examines the correlation between brand values and social media metrics with relation to the used brand equity methodology. Results point out to the existence of correlation between brand value and number of Facebook fans only in the case of valuation methodology which included experts in the brand equity assessment process. Thus, self-awareness of customers may be a key factor of the quality of their brand equity assessment. With reference to the author's thesis of this article the existing conditions of oversupply of brands, products and communications, differences between brands become insignificant, and as the result a consumer is not able to accurately assess their equity. Thus, the specific of today market environment conditions may be a satisfactory explanation why customer assessment of brand valuation fails. On the other hand, keeping in mind the fact that there is a big discrepancy between the brand capital declared by customers and their final purchasing decisions regarding a product of a particular brand, it could be helpful to better measure brand competitiveness level understood as a probability of choosing one brand of a given category over other brands of the same category. Developing and including such a factor into brand equity measurement could significantly improve brand value approximation based on customer assessment.

Social Media Intelligence

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Publisher : Cambridge University Press
ISBN 13 : 1107656036
Total Pages : 205 pages
Book Rating : 4.1/5 (76 download)

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Book Synopsis Social Media Intelligence by : Wendy W. Moe

Download or read book Social Media Intelligence written by Wendy W. Moe and published by Cambridge University Press. This book was released on 2014-02-24 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world of Facebook, Twitter and Yelp, water-cooler conversations with co-workers and backyard small talk with neighbors have moved from the physical world to the digital arena. In this new landscape, organizations ranging from Fortune 500 companies to government agencies to political campaigns continuously monitor online opinions in an effort to guide their actions. Are consumers satisfied with our product? How are our policies perceived? Do voters agree with our platform? Measuring online opinion is more complex than just reading a few posted reviews. Social media is replete with noise and chatter that can contaminate monitoring efforts. By knowing what shapes online opinions, organizations can better uncover the valuable insights hidden in the social media chatter and better inform strategy. This book can help anyone facing the challenge of making sense of social media data to move beyond the current practice of social media monitoring to a more comprehensive use of social media intelligence.

Social Media Listening and Monitoring for Business Applications

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Publisher : IGI Global
ISBN 13 : 1522508473
Total Pages : 506 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Social Media Listening and Monitoring for Business Applications by : Rao, N. Raghavendra

Download or read book Social Media Listening and Monitoring for Business Applications written by Rao, N. Raghavendra and published by IGI Global. This book was released on 2016-09-21 with total page 506 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media has transformed the ways in which individuals keep in touch with family and friends. Likewise, businesses have identified the profound opportunities present for customer engagement and understanding through the massive data available on social media channels, in addition to the customer reach of such sites. Social Media Listening and Monitoring for Business Applications explores research-based solutions for businesses of all types interested in an understanding of emerging concepts and technologies for engaging customers online. Providing insight into the currently available social media tools and practices for various business applications, this publication is an essential resource for business professionals, graduate-level students, technology developers, and researchers.

Human-Centered Social Media Analytics

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Publisher : Springer Science & Business Media
ISBN 13 : 3319054910
Total Pages : 211 pages
Book Rating : 4.3/5 (19 download)

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Book Synopsis Human-Centered Social Media Analytics by : Yun Fu

Download or read book Human-Centered Social Media Analytics written by Yun Fu and published by Springer Science & Business Media. This book was released on 2014-03-24 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a timely and unique survey of next-generation social computational methodologies. The text explains the fundamentals of this field, and describes state-of-the-art methods for inferring social status, relationships, preferences, intentions, personalities, needs, and lifestyles from human information in unconstrained visual data. Topics and features: includes perspectives from an international and interdisciplinary selection of pre-eminent authorities; presents balanced coverage of both detailed theoretical analysis and real-world applications; examines social relationships in human-centered media for the development of socially-aware video, location-based, and multimedia applications; reviews techniques for recognizing the social roles played by people in an event, and for classifying human-object interaction activities; discusses the prediction and recognition of human attributes via social media analytics, including social relationships, facial age and beauty, and occupation.

Social Media & Sports

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Publisher :
ISBN 13 :
Total Pages : 120 pages
Book Rating : 4.:/5 (862 download)

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Book Synopsis Social Media & Sports by : Brandi Allison Watkins

Download or read book Social Media & Sports written by Brandi Allison Watkins and published by . This book was released on 2013 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: The goal of the sports brand is to create meaningful associations with fans that connect with their core values. A strong sports brand allows the consumer to incorporate the team into their day-to-day activities (Couvelaere & Richelieu, 2005, p. 25). Arvidsson (2006) suggests that consumers create brand value through their shared experiences with the brand and through an emotional connection to the brand through social identification. A strong relationship between the sport team and its fans leads the fan to engage in behaviors that support the team (Fisher & Wakefield, 1998). Social media and mobile apps are changing the way marketers approach their branding strategies (Simmons, 2007). Professional sport brands are developing online branding strategies to convert casual fans to highly identified fans (Ioakamidis, 2010). Online social networks specifically for sport allow for increased levels of fan engagement and fan loyalty, which is necessary to meet relationship-marketing goals. The present study provides an empirical analysis of the SIBE model. The SIBE model is a largely a conceptual work, with only one study testing the model (Boyle & Magnusson, 2007); this study explores the relationships between each individual component as well as testing a comprehensive model. Additionally, this project incorporates the use of social media into the model to further understanding of its use in increasing sport team brand equity. Social media allows sports fans the opportunity to engage with other fans and the team, publicly display their identification with the team, and feel connected to the team despite separation from the team geographically. Finally, this study assesses the influence of brand relationships and brand experience on customer-based brand equity. The role of brand relationships and experience on customer-based brand equity will be evaluated through consumer interaction with social media. The microblogging site Twitter and mobile apps are studied to determine if user involvement with social media influences brand relationships and brand experience.

Innovations and Social Media Analytics in a Digital Society

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Publisher : CRC Press
ISBN 13 : 1000615634
Total Pages : 372 pages
Book Rating : 4.0/5 (6 download)

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Book Synopsis Innovations and Social Media Analytics in a Digital Society by : Maria José Sousa

Download or read book Innovations and Social Media Analytics in a Digital Society written by Maria José Sousa and published by CRC Press. This book was released on 2022-06-15 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recent advances in digitization are transforming healthcare, education, tourism, information technology, and some other sectors. Social media analytics are tools that can be used to measure innovation and the relation of the companies with the citizens. This book comprises state-ofthe-art social media analytics, and advanced innovation policies in the digitization of society. The number of applications that can be used to create and analyze social media analytics generates large amounts of data called big data, including measures of the use of the technologies to develop or to use new services to improve the quality of life of the citizens. Digitization has applications in fields from remote monitoring to smart sensors and other devices. Integration generates data that need to be analyzed and visualized in an easy and clear way, that will be some of the proposals of the researchers present in this book. This volume offers valuable insights to researchers on how to design innovative digital analytics systems and how to improve information delivery remotely.

The Journal of Social Media Measurement

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Publisher :
ISBN 13 : 9781494925147
Total Pages : 206 pages
Book Rating : 4.9/5 (251 download)

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Book Synopsis The Journal of Social Media Measurement by : SocialMedia.org

Download or read book The Journal of Social Media Measurement written by SocialMedia.org and published by . This book was released on 2014-01-06 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do we measure social media? When we launched SocialMedia.org in 2008, this challenge was the most frequently discussed topic in our community. Five years later, it's still the most popular topic. It's not because we haven't figured out how to measure anything. It's the opposite: We've gotten great at measuring, we're discovering insights we can actually use, and as a result, we want more. This demand for more and better data -- from executive leadership all the way to the social media strategists on the front line -- has pushed measurement in our industry tosome exciting new places: We're getting better at collecting the data Just a few short years ago, we all mostly relied on Google Analytics and - well, that was about it. Today we've got a plethora of tools (both free and proprietary) to choose from. These technology advancements are allowing us to understand a lot more about our fans and followers and how they're engaging with us. We're getting better at analyzing the data Getting the data is one thing. But they're just numbers until we convert them into something actionable. Together we're learning how to interpret all the data we're collecting, how to identify what really matters, and how to pull out the useful insights. We're getting better at sharing the data Finally, as an industry we've made huge strides in how we communicate and share this information with those who can use it to make decisions. We're taking raw data and converting it into something accessible, digestible, and actionable. Sure, it can be frustrating for social media executives who look down the hall at other teams who aren't held to the same measurement demands. But ultimately, this is a good thing. What began as a question of social media's value for brands is turning out to be what solidifies social's critical role in the enterprise. That's the big idea behind this book. It's a diverse collection of presentations, papers, and research from folks who are pushing the edges of what's possible in social media measurement. They're paving the way for tomorrow's strategies, technologies, and standards. With every new advancement in social media measurement, we're proving what we've known all along: That social media is a powerful, amazing opportunity that has a real impact on our brands.

Social Media Intelligence

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Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Social Media Intelligence by : David A. Schweidel

Download or read book Social Media Intelligence written by David A. Schweidel and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from multiple website domains, spanning a variety of online venue formats to which social media comments may be contributed. We demonstrate how factors relating to the focus of social media comments and the venue to which they have been contributed need to be explicitly modeled when deriving measures of online brand sentiment. Thus, we propose a model that separates the underlying brand sentiment from the effects of other predictable factors on social media comments. We apply our model to data pertaining to a leading enterprise software brand and show how our proposed approach provides an adjusted brand sentiment metric that is correlated with the results of an offline brand tracking survey. In contrast, a simple average of sentiment across all social media comments is uncorrelated with the same offline tracking survey. We also apply our modeling framework to social media comments related to three brands in different industries. From these analyses, we further demonstrate the potential pitfalls associated with simple average sentiment measures. We conclude by discussing the implications of our findings for practitioners who are considering social media as a potential research tool.

A Customer-based Brand Equity Model

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Publisher :
ISBN 13 :
Total Pages : 8 pages
Book Rating : 4.:/5 (474 download)

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Book Synopsis A Customer-based Brand Equity Model by : Lars Grønholdt

Download or read book A Customer-based Brand Equity Model written by Lars Grønholdt and published by . This book was released on 2004 with total page 8 pages. Available in PDF, EPUB and Kindle. Book excerpt: