Prekinio ženklo vartojamosios vertės sudedamųjų dalių tyrimas

Abstract

Today there have been numerous published studies attempting to conceptualize, define and measure the brand equity construct specifically from an individual consumer perspective, or called consumer brand equity. If, to ask ten people what brand equity is, we could get ten or even more answers. This illustrates the diversity of different authorsﾒ opinions. Therefore there is a need to comprehensively review those existing conceptual definitions. Elaborately, there is a need to gather those studies and analyze them in terms of components and similarities and differences among definitions, as well as strong and weak points of existing definitions. ...