| Revista: | BAR - Brazilian Administration Review |
| Base de datos: | CLASE |
| Número de sistema: | 000337078 |
| ISSN: | 1807-7692 |
| Autores: | Crescitelli, Edson1 Figueiredo, Julio Bastos2 |
| Instituciones: | 1Universidade de Sao Paulo, Sao Paulo. Brasil 2Escola Superior de Propaganda e Marketing, Sao Paulo. Brasil |
| Año: | 2009 |
| Periodo: | Abr-Jun |
| Volumen: | 6 |
| Número: | 2 |
| Paginación: | 101-117 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Artículo |
| Enfoque: | Analítico |
| Resumen en inglés | One 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 |
| Disciplinas: | Administración y contaduría |
| Palabras clave: | Mercadotecnia, Planeación, Marca, Gestión de marca, Dinámica de sistemas, Modelamiento, Simulación |
| Texto completo: | Texto completo (Ver PDF) |
