Exploiting the Potential Value of Over-the-Counter Drugs through Brand Equity: An Analytic Network Process Approach
We propose a network model to identify the main drivers of consumer-based brand equity. We apply our research to assess the value of three over-the-counter drug brands. Our aim is to help manufacturers to improve their position in the market of self-medication. This market has very peculiar characte...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2014-11-01
|
| Series: | International Journal of Engineering Business Management |
| Online Access: | https://doi.org/10.5772/59157 |