Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research

Purpose – This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as...

Full description

Saved in:
Bibliographic details
Volume: 24
Main Author: Davcik, Nebojsa S
Vinhas da Silva, Rui
Hair, Joe F
Format: Journal Article
Language: English
Place of publication: BINGLEY Emerald Group Publishing Limited 16.03.2015
published in: The journal of product & brand management Vol. 24; no. 1; pp. 3 - 17
ORCID: 0000-0003-1041-8788
Data of publication: 20150316
ISSN: 1061-0421
EISSN: 2054-1643
Discipline: Business
Online Access: Fulltext
Database: Web of Knowledge
Social Sciences Citation Index
Web of Science
Web of Science - Social Sciences Citation Index - 2015
Global News & ABI/Inform Professional
Trade PRO
ABI/INFORM Collection
ABI/INFORM Global (PDF only)
Entrepreneurship Database
ProQuest Central (purchase pre-March 2016)
ProQuest Pharma Collection
ProQuest Central
Business Premium Collection
ProQuest Central Korea
ABI/INFORM Global (Corporate)
ProQuest Business Collection
ABI/INFORM Professional Advanced
ABI/INFORM Professional Standard
ProQuest One Business
ProQuest One Academic Eastern Edition
ProQuest One Academic
ProQuest One Academic UKI Edition
ProQuest Central China
ABI/INFORM Collection China
ProQuest Central Basic
Database information Databases - DBIS