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Capital de marque: concepts, construits et mesures

Author

Listed:
  • Czellar, S.

Abstract

Depuis le debut des annees 1990, le sujet du capital de marque recoit une attention particuliere en marketing, Cependant, ce domaine de recherche est caracterise par le manque d'un cadre conceptuael general et par une grande diversite des approches methodologiques. Ce texte donne un bilan de l'etat actuel des recherches sur le capital de marque et indique des directions pour les futurs travaux.

Suggested Citation

  • Czellar, S., 1997. "Capital de marque: concepts, construits et mesures," Papers 97.16, Ecole des Hautes Etudes Commerciales, Universite de Geneve-.
    • Handle: RePEc:fth:ehecge:97.16
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    Citations

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    Cited by:

    1. Anne-Laure Farjaudon & Leyla Jaoued-Abassi, 2010. "Marketing brand value and financial brand value: towards an integrative model? [Valeur marketing et valeur financière de la marque : Vers un modèle intégrateur]," Post-Print hal-01128462, HAL.
    2. Anne-Laure Farjaudon, 2006. "L'évaluation des marques, au carrefour des recherches en comptabilité, finance, contrôle de gestion et marketing," Post-Print halshs-00548127, HAL.
    3. repec:dau:papers:123456789/5893 is not listed on IDEAS

    More about this item

    Keywords

    MARKETING;

    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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