An approach to assess the importance of brand equity in acquisition decisions

• 1 June 1994
• journal article
• Published by Wiley in Journal of Product Innovation Management
• Vol. 11  (3) , 221-235
• https://doi.org/10.1016/0737-6782(94)90005-1

Abstract

Keywords

• ACQUISITION DECISIONS
• BRAND EQUITY
• IMPORTANCE OF BRAND
• MODEL
• HOTEL
• MAKER
• FIRM