Brand value co-creation factors: stakeholder approach

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)32-40
JournalReview of applied socio-economic research
Volume6
Issue number2
Publication statusPublished - 2013

Fingerprint

Value co-creation
Brand value
Factors
Stakeholder approach
Brand valuation
Investors
Innovation
Brand community
Corporate performance
Health
Integrated
Performance metrics
Comparative analysis
Empirical results
Sales promotion
Stakeholders
Value creation
Social media marketing
Net income
Valuation model

Keywords

  • Brand value creation
  • Advertising
  • Sales promotions

Cite this

Brand value co-creation factors: stakeholder approach. / Cernikovaite, Migle Eleonora.

In: Review of applied socio-economic research, Vol. 6, No. 2, 2013, p. 32-40.

Research output: Contribution to journalArticle

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