BibTex RIS Kaynak Göster

The Importance Of Customer Based Strategic Brand Equity Management For Enterprises

Yıl 2010, Cilt: 6 Sayı: 2, 117 - 132, 01.07.2010

Mustafa Karadeniz

Öz

Anahtar Kelimeler

-

Kaynakça

  • REFERENCES
  • Kerin R. A., Hartley S. W., Berkowitz E. N. & Rudelius W.(2006) ‘Marketing’, McGraw-Hill/Irwin, New York, p.299-301.
  • Keller K.L., (2003) ‘Strategic Brand Management’, Prentice Hall, New Jersey, p.175.
  • Armstrong G. & Kotler P.(2005) ‘Marketing: An Introduction’ Prentice Hall, New Jersey, p. 241.
  • Aaker D.A. (1996) ‘Building Strong Brands’, The Free Press, New York, p.7-8.
  • Keller K.L., (1993) ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’, Journal of Marketing Vol.57 (1) p.8-9.
  • Jones R. (2005), ‘Finding Sources of Brand Value: Developing a Stake Holder Model of Brand Equity’, Journal of Brand Management Vol.13 (1) p.13.
  • Raggio R. D. & Leone R.P. (2007), ‘The Theoretical Seperation of Brand Equity and Brand Vakue: Managerial Implications for Strategic Planning’, Journal of Brand Management Vol.14 (5) p.387-388.
  • Raggio R. D. & Leone R.P. (2009), ‘Drivers of Brand Value, Estimation of Brand Value in Practice and Use of Brand Valuation: Introduction to The Special Issue’, Journal of Brand Management Vol.14 (5) p.2.
  • Arvidsson A. (2006), ‘Brand Value’, Journal of Brand Management Vol.14 (5) p.189.
  • Na K. J., Holland R., Shackleton J. &Hwang Y. Y.(2008), ‘The Effect of Evaluation Criteria on Design Attributes and Brand Equity in the Product Evaluation Process’, Journal of Brand Management Vol.16 (3) p.197.
  • Aaker (1996) op.cit., p.321.
  • http://www.capital.com.tr/haber.aspx?HBR_KOD=5437 (04.03.2010)

The Importance Of Customer Based Strategic Brand Equity Management For Enterprises

Yıl 2010, Cilt: 6 Sayı: 2, 117 - 132, 01.07.2010

Mustafa Karadeniz

Öz

artırmaya geliştiremeyen işletmeler ise pazarda yok olma riskiyle karşı karşıya kalabilmektedirler. Unutulmamalıdırki, küresel rekabet şartlarında modern pazarlama anlayışının en önemli hususlarından birisi güçlü bir marka özsermayesi yaratmaktır. Bu makalede, stratejik marka özsermayesinin ne anlama geldiği, işletmeler için neden önemli olduğu ve marka özsermayesinin yönetimi konusunda bir çalışma yapılarak konu ile ilgili kavramlar açıklanmaya çalışılmıştır

Anahtar Kelimeler

Marka Marka Özsermayesi Marka Değeri

Kaynakça

  • REFERENCES
  • Kerin R. A., Hartley S. W., Berkowitz E. N. & Rudelius W.(2006) ‘Marketing’, McGraw-Hill/Irwin, New York, p.299-301.
  • Keller K.L., (2003) ‘Strategic Brand Management’, Prentice Hall, New Jersey, p.175.
  • Armstrong G. & Kotler P.(2005) ‘Marketing: An Introduction’ Prentice Hall, New Jersey, p. 241.
  • Aaker D.A. (1996) ‘Building Strong Brands’, The Free Press, New York, p.7-8.
  • Keller K.L., (1993) ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’, Journal of Marketing Vol.57 (1) p.8-9.
  • Jones R. (2005), ‘Finding Sources of Brand Value: Developing a Stake Holder Model of Brand Equity’, Journal of Brand Management Vol.13 (1) p.13.
  • Raggio R. D. & Leone R.P. (2007), ‘The Theoretical Seperation of Brand Equity and Brand Vakue: Managerial Implications for Strategic Planning’, Journal of Brand Management Vol.14 (5) p.387-388.
  • Raggio R. D. & Leone R.P. (2009), ‘Drivers of Brand Value, Estimation of Brand Value in Practice and Use of Brand Valuation: Introduction to The Special Issue’, Journal of Brand Management Vol.14 (5) p.2.
  • Arvidsson A. (2006), ‘Brand Value’, Journal of Brand Management Vol.14 (5) p.189.
  • Na K. J., Holland R., Shackleton J. &Hwang Y. Y.(2008), ‘The Effect of Evaluation Criteria on Design Attributes and Brand Equity in the Product Evaluation Process’, Journal of Brand Management Vol.16 (3) p.197.
  • Aaker (1996) op.cit., p.321.
  • http://www.capital.com.tr/haber.aspx?HBR_KOD=5437 (04.03.2010)
Toplam 13 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Mustafa Karadeniz Bu kişi benim

Yayımlanma Tarihi 1 Temmuz 2010
Yayımlandığı Sayı Yıl 2010 Cilt: 6 Sayı: 2

Kaynak Göster

APA Karadeniz, M. . (2010). The Importance Of Customer Based Strategic Brand Equity Management For Enterprises. Journal of Naval Sciences and Engineering, 6(2), 117-132.