Measuring and Understanding Brand Value in a Dynamic Model of Brand Management
Published Online:11 May 2017https://doi.org/10.1287/mksc.2016.1020
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Volume 36, Issue 4
July-August 2017
Pages 471-643
Article Information
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- Received:July 29, 2014
- Accepted:June 07, 2016
- Published Online:May 11, 2017
Copyright © 2017, INFORMS
Cite as
Ron N. Borkovsky, Avi Goldfarb, Avery M. Haviv, Sridhar Moorthy (2017) Measuring and Understanding Brand Value in a Dynamic Model of Brand Management. Marketing Science 36(4):471-499.
https://doi.org/10.1287/mksc.2016.1020
Keywords
