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Brand valuation by price premium: Theoretical explanation and practical application using conjoint analysis
ArticleAbstract: One of the accepted methodologies for brand valuation associates the value of the brand with the priPalabras claves:Brand valuation, Conjoint analysis, Price premiumAutores:Katia Rodriguez, Washington MacíasFuentes:googlescopusAnalysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands
ArticleAbstract: Purpose: The purpose of this work is to analyze a brand valuation methodology proposed by the currenPalabras claves:Brand associations, BRAND AWARENESS, Brand valuation, Intentions, Purchase determinantsAutores:Arosemena-Burbano F., Donald J. Zhangallimbay, Rodriguez K., Washington MacíasFuentes:googlescopus