In this modern era of marketing, brand management is the widely discussed topic and has proved its importance in the 21st century. In the past, brand value was mainly associated with the customers only. However, recent researchers identified its importance into non- customer areas.
Brand equity and brand value terms are discussed with special emphases on their relation with the relevant stakeholders. The main idea behind this research is to reflect stakeholders‘ relations and their role in the brand value creation for the energy companies in Pakistan. For this purpose, we have used Richard Jones (2005) ― Stakeholder model of brand value which shows that brand value is not only created by the customers but also by the all other relevant stakeholders.
Source: Blekinge Institute of Technology
Authors: Ameer, Irfan | Javanmashmool, Maryam | Javanmashmool, Amir