Brand Equity Evolution: a System Dynamics Model
Journal Title: BAR: Brazilian Administration Review - Year 2009, Vol 6, Issue 2
Abstract
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.
Authors and Affiliations
Crescitelli, Edson; Figueiredo, Júlio Bastos
Keywords
Related Articles
- EP ID EP40442
- DOI -
- Views 249
- Downloads 0
Brazilian Nonprofit Organizations and the New Legal Framework: an Institutional Perspective
The purpose of this study is to understand the impact of the new Brazilian legislation regulating partnerships between the State and Civil Society (Nonprofit) Organizations between 1999 and 2002. The passing of Law No....
Business model analysis from the activity system perspective: A design science research
Understanding a business modelis at the core of organizationalstrategy, competitiveness,and business sustainability. Descriptive approaches to understand business models are often based on the analysis of their...
Do the Board of Directors Composition and the Board Interlocking Influence on Performance?
This study analyzes the influence of composition of the Board of Directors and their social relations (board interlocking) on performance of Brazilian companies. A descriptive study based on documentary research was co...
Proposal of a Validation Framework for a New Measurement Model and its Application to the Export Performance Construct
This paper presents a comprehensive and integrated set of validation procedures to assess the satisfactoriness of measurement models of multifaceted constructs. The validation framework is then applied to a new measurem...
The Foreign Capital Flows and the Behavior of Stock Prices at BM&FBovespa
The main purpose of this article is to investigate alternative explanations for the impact of foreign capital flows on Ibovespa returns, including: trend chasing, information contribution and mutual feedback. Daily data...