Brand equity and brand vulnerability: The impact of gray marketing/parallel importing on brand equity and values
(2003)
Journal Article
Eagle, L., Kitchen, P. J., Rose, L. C., & Moyle, B. (2003). Brand equity and brand vulnerability: The impact of gray marketing/parallel importing on brand equity and values. European Journal of Marketing, 37(10), 1332-1349. https://doi.org/10.1108/03090560310487130
Brand equity has received significant academic attention since the mid‐1990s. This has been driven partly by changes in international accounting standards as they relate to the reporting of the financial value of intangible assets. A more prominent d... Read More about Brand equity and brand vulnerability: The impact of gray marketing/parallel importing on brand equity and values.