Building priority strategies of brand equity measurement with AHP - case of mobile companies in Taiwan

Keywords

Brand equity, Analytic hierarchy process, Brand management, Credibility, Marketing

References

• The Measurement and Determinants of Brand Equity: A Financial ApproachCarol Simon, Mary W. Sullivan — 1993
• Designing viable business models for context-aware mobile servicesMark de Reuver, Timber Haaker — 2009
• Business Model Analysis Applied to Mobile BusinessGiovanni Camponovo, Yves Pigneur — 2003
• Managing Brand EquityDavid A. Aaker — 1991
• Open Innovation: The New Imperative for Creating and Profiting from TechnologyH. Chesbrough — 2003

Cited by

• Strategic intelligence model in supporting brand equity assessmentAgung Aldhiyat, Masayu Leylia Khodra — 2017

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