Journal of Product and Brand Management, vol.29, pp.335-354, 2020 (Journal Indexed in SSCI)
Article / Article
Journal of Product and Brand Management
Social Sciences Citation Index, Scopus, ABI/INFORM, Business Source Elite, Business Source Premier, Communication & Mass Media Index, INSPEC
Branding, Fuzzy sets, Brand equity, Brand name, Corporate branding, Brand performance, Brand management, Knowledge extraction, Text mining, Fuzzy logic, CUSTOMER-BASED BRAND, PRODUCT INNOVATION, PERFORMANCE EVALUATION, FINANCIAL PERFORMANCE, STRATEGY-DEVELOPMENT, IMPACT, CATEGORIZATION, PREFERENCE, MODEL, DETERMINANTS
Purpose The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to business performance.