Brand Value Creation Through Stakeholders
Independent thesis Advanced level (degree of Master (One Year))Student thesis
In this modern era of marketing, brand management is the widely discussed topic and has proved its importance in the 21st century. In the past, brand value was mainly associated with the customers only. However, recent researchers identified its importance into non- customer areas. Brand equity and brand value terms are discussed with special emphases on their relation with the relevant stakeholders. The main idea behind this research is to reflect stakeholders‘ relations and their role in the brand value creation for the energy companies in Pakistan. For this purpose, we have used Richard Jones (2005) ―Stakeholder model of brand value‖ which shows that brand value is not only created by the customers but also by the all other relevant stakeholders.
Place, publisher, year, edition, pages
2010. , 60 p.
brand value creation, stakeholders role in brand value, new branding techniques, PSO, stakeholders brand value model, richard jones model, power of stakeholders
IdentifiersURN: urn:nbn:se:bth-5026Local ID: oai:bth.se:arkivex261B7DB810BD2693C1257796004CD014OAI: oai:DiVA.org:bth-5026DiVA: diva2:832385
UppsokSocial and Behavioural Science, Law
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