Brand Equity Management In The Airline Industry Eren Sezgen 15 İndirim — Eren Sezgen

Eren Sezgen tarafından kaleme alınan Brand Equity Management In The Airline Industry Akademisyen Kitabevi eseri olarak okurlarla buluşuyor Brand Equity Management In The Airline Industry Eren Sezgen Kitap Özeti A brand is a feature that distinguishes one product or service from another Having a strong brand can therefore provide competitive advantages to airlines which is key in today s highly competitive environment to achieve sustainable growth and profit One of the critical aspects of strategic brand management is the assessment of the health of the brand Therefore the brand equity concept introduced in the 1980s that in general represents added value derived from customer perceptions of the brand versus the product service itself enables researchers and marketers to evaluate and understand brand successes and failures However there is little agreement in the literature on the concept its measurement or its key dimensions Having reliable measures is one of the prerequisites in management since it is difficult to manage something without measuring it appropriately The purpose of this study is to examine available studies and theories about brand equity and its measurement in general and in the airline industry to guide airline marketing executives and academics about the existing approach Yayınevi Akademisyen Kitabevi Yazar Eren Sezgen Sayfa 116 Sayfa Kağıt 1 Hamur Boyut 13 50x21 00 cm Basım Yılı Aralık 2021 Barkod 9786258037388 Kategori Yabancı Dilde Kitaplar