dc.creatorCRESCITELLI, Edson
dc.creatorFIGUEIREDO, Júlio Bastos
dc.date.accessioned2012-03-26T14:56:40Z
dc.date.accessioned2018-07-04T14:01:07Z
dc.date.available2012-03-26T14:56:40Z
dc.date.available2018-07-04T14:01:07Z
dc.date.created2012-03-26T14:56:40Z
dc.date.issued2009
dc.identifierBAR. Brazilian Administration Review, v.6, n.2, p.101-117, 2009
dc.identifier1807-7692
dc.identifierhttp://producao.usp.br/handle/BDPI/6239
dc.identifier10.1590/S1807-76922009000200003
dc.identifierhttp://www.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922009000200003
dc.identifierhttp://www.scielo.br/pdf/bar/v6n2/v6n2a03.pdf
dc.identifier.urihttp://repositorioslatinoamericanos.uchile.cl/handle/2250/1604764
dc.description.abstractOne of the greatest challenges in brand management lies in monitoring brand equity over time. This paper aims to present a simulation model able to represent this evolution. The model was drawn on brand equity concepts developed by Aaker and Joachimsthaler (2000), using the system dynamics methodology. The use of computational dynamic models aims to create new sources of information able to sensitize academics and managers alike to the dynamic implications of their brand management. As a result, an easily implementable model was generated, capable of executing continuous scenario simulations by surveying casual relations among the variables that explain brand equity. Moreover, the existence of a number of system modeling tools will allow extensive application of the concepts used in this study in practical situations, both in professional and educational settings.
dc.languageeng
dc.publisherAssociação Nacional de Pós-Graduação e Pesquisa em Administração
dc.relationBAR. Brazilian Administration Review
dc.rightsCopyright Associação Nacional de Pós-Graduação e Pesquisa em Administração
dc.rightsopenAccess
dc.subjectBrand equity
dc.subjectSystem dynamics
dc.subjectModeling
dc.subjectSimulation
dc.titleBrand equity evolution: a system dynamics model
dc.typeArtículos de revistas


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