Author(s)

Tian Yue ¹, Ruan Xiao ²

Affiliation(s)

¹ Law&Business College of Hubei University of Economics, Wuhan, Hubei, 430205, China
² Wuhan College of Arts and Science, Wuhan, Hubei, 430345, China

Corresponding Author

Tian Yue

ABSTRACT

In this multifaceted contemporary society, brand is an important sector of the intangible assets for the enterprise. It plays a more and more vital role in organisations. Brand can be a name, symbol, logo or design. Those might help customers to identify the goods and services[1](Keller et al, 2012). The main significance in the brand created is building differentiation with other competitors. For instance, both Coca-Cola and Pepsi Cola have their own customer base. If the consumer taste them to find the difference without looking, However, probably just a few consumers will be able to distinguish the difference. This can prove that most consumers of Coca-Cola and Pepsi Cola do not use the taste to recognize them. They recognize those two different products with their eyes when those two different brand appear in their vision. Some scholars have mentioned that a successful brand is difficult to copy, even if the products are similar, while the brand equity still has difference in the market[2](Chernatony et al, 2011).

KEYWORDS

Internal Stakeholders, External Stakeholders, Brand Equity, Brand Management

CITE THIS PAPER

Tian Yue, Ruan Xiao, Evaluation of the Internal and the External Stakeholders Impact on Brand Equity. Accounting and Corporate Management (2022) Vol. 4: 48-51. DOI: http://dx.doi.org/10.23977/acccm.2022.040406.

REFERENCES

[1] Keller, L, K. Aperia, T. and Georgson, M. (2012) Strategic Brand Management: A European Perspective, Second edition, Financial Time, Pearson Education Limited, pp.4-10.
[2] Chernatony, D, L. McDonald, M. and Wallace, E. (2011) Creating Powerful Brands, 4th edition, Butterworth- Heinemann, Oxford, pp.372-388.
[3] Freeman, R. E. (1984) Strategic management: A stakeholder approach. Boston: Pitman. pp. 52-54.
[4] Friedman, A.L. and Miles, S. (2006) Stakeholders: Theory and Practice, Oxford University Press.
[5] Rust, T, R. Zeithaml, A, V. and Lemon, N, K. (2000) Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. The Free press. pp. ix-xii.
[6] Yeoh, E. and Chan, L, K (2011) Malaysian Low Cost Airlines: Key Influencing Factors on Customers' Repeat Purchase Intention. World Applied Sciences Journal,vol 12, IDOSI. pp. 35-36.
[7] Aaker, L, J (1997) Dimensions of brand personality. Journal of Marketing Reasearch: Aug 1997; 34, 3. p.347.

Sponsors, Associates, and Links

---

• Information Systems and Economics
  
  
• Accounting, Auditing and Finance
  
  
• Industrial Engineering and Innovation Management
  
  
• Tourism Management and Technology Economy
  
  
• Journal of Computational and Financial Econometrics
  
  
• Financial Engineering and Risk Management
  
  
• Social Security and Administration Management
  
  
• Population, Resources & Environmental Economics
  
  
• Statistics & Quantitative Economics
  
  
• Agricultural & Forestry Economics and Management
  
  
• Social Medicine and Health Management
  
  
• Land Resource Management
  
  
• Information, Library and Archival Science
  
  
• Journal of Human Resource Development
  
  
• Manufacturing and Service Operations Management
  
  
• Operational Research and Cybernetics