Detail publikace

A comparison of the concepts of MC and Brand equity in assessing companies' approach to brand development and an evaluation of their combined use for brand development of Start-up companies

ANDRÝSKOVÁ, J. ZICH, R.

Originální název

A comparison of the concepts of MC and Brand equity in assessing companies' approach to brand development and an evaluation of their combined use for brand development of Start-up companies

Typ

článek v časopise - ostatní, Jost

Jazyk

angličtina

Originální abstrakt

The following article discusses the newly proposed concept of magical chain and its application to the strategic development of small brands. The concept is compared with Keller's brand equity model CBBE. Subsequently, the magical chain concept is validated on selected chocolate brands. The results suggest a possible application of the magical chain concept for the brand strategy development of both large international brands and small start-up brands.

Klíčová slova

Brand equity, CBBE model, magical chain, start-up

Autoři

ANDRÝSKOVÁ, J.; ZICH, R.

Vydáno

7. 1. 2025

ISSN

2464-6733

Periodikum

AD ALTA: Journal of Interdisciplinary Research

Ročník

14

Číslo

02

Stát

Česká republika

Strany od

21

Strany do

30

Strany počet

10

URL

https://www.magnanimitas.cz/ADALTA/1402/papers/A_andryskova.pdf

BibTex

@article{BUT189191,
  author="Jana {Andrýsková} and Robert {Zich}",
  title="A comparison of the concepts of MC and Brand equity in assessing companies' approach to brand development and an evaluation of their combined use for brand development of Start-up companies",
  journal="AD ALTA: Journal of Interdisciplinary Research",
  year="2025",
  volume="14",
  number="02",
  pages="21--30",
  doi="10.33543/1402",
  issn="2464-6733",
  url="https://www.magnanimitas.cz/ADALTA/1402/papers/A_andryskova.pdf"
}