Title: Brand Equity Management in a Multichannel, Multimedia Retail Environment
Abstract: Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro perspective, marketers must design and implement channel and communication options such that sales and brand equity effects are synergistic. Concepts, frameworks, and future research directions are put forth to address these different challenges.
Publication Year: 2010
Publication Date: 2010-05-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 190
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