Proceedings of the 2013 International Academic Workshop on Social Science

Brand Equity Valuation: an Optimized Interbrand Model which is Based on the Consumer Perspective

Authors
Yizheng Jia, Wensong Zhang
Corresponding Author
Yizheng Jia
Available Online October 2013.
DOI
https://doi.org/10.2991/iaw-sc.2013.70How to use a DOI?
Keywords
brand equity evaluation; the Interbrand model; an optimized model
Abstract
Because of the concept of the brand equity is defined ambiguously in the scientific literature and defined from different perspectives, there are a variety of methods. The goal of the paper is to build an optimized Interbrand model which is based on the consumer perspective of brand equity. In this paper, by analyzing the Interbrand brand equity evaluation model and finding the defect of the model, we constructed a comprehensive model of brand equity evaluation which we believe is capable of both estimating the brand equity more accurately and showing the sources of brand equity, and then, taken Haier brand as an example to make an empirical analysis of the optimized model. The empirical result show that the evaluation of results compares to the Interbrand model is more objective and comprehensive.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Academic Workshop on Social Science (IAW-SC-13)
Part of series
Advances in Intelligent Systems Research
Publication Date
October 2013
ISBN
978-90-78677-84-0
ISSN
1951-6851
DOI
https://doi.org/10.2991/iaw-sc.2013.70How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yizheng Jia
AU  - Wensong Zhang
PY  - 2013/10
DA  - 2013/10
TI  - Brand Equity Valuation: an Optimized Interbrand Model which is Based on the Consumer Perspective
BT  - International Academic Workshop on Social Science (IAW-SC-13)
PB  - Atlantis Press
SN  - 1951-6851
UR  - https://doi.org/10.2991/iaw-sc.2013.70
DO  - https://doi.org/10.2991/iaw-sc.2013.70
ID  - Jia2013/10
ER  -