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- W2023934905 abstract "In the last two decades the term ‘equity’ has been used in marketing to describe the asset value of brands, customers, channels, and other marketing relationships. We examine the alternative uses of the term and how they relate together. We also explore issues involved in developing a more general theory of marketplaceequity that integrates branding and relationship thinking with financial thinking. What would be the basis for such a theory? How do existing concepts about brands and relationships relate to a more general theory of marketplace equity and value?" @default.
- W2023934905 created "2016-06-24" @default.
- W2023934905 creator A5014082419 @default.
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- W2023934905 date "2002-03-01" @default.
- W2023934905 modified "2023-10-16" @default.
- W2023934905 title "Towards a Theory of Marketplace Equity" @default.
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- W2023934905 doi "https://doi.org/10.1177/147059310200200101" @default.
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