IEEE - Institute of Electrical and Electronics Engineers, Inc. - The Influence of Brand Extension on Customer Equity Value of Parent Brand Based on System Dynamics

2017 International Conference on Management Science and Engineering (ICMSE)

Author(s): Shao Jing-Bo ; Xu Wan-You ; Zhang Jun-Hui
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 August 2017
Conference Location: Nomi, Japan, Japan
Conference Date: 17 August 2017
Page(s): 203 - 209
ISBN (Electronic): 978-1-5386-1374-0
ISBN (USB): 978-1-5386-1373-3
ISSN (Electronic): 2155-1855
DOI: 10.1109/ICMSE.2017.8574385
Regular:

System dynamics method is used to study the influence of the brand extension on the value of the parent brand customer asset. The system dynamics simulation model is constructed. The simulation... View More

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