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Models of brand equity. A systematic and critical review

Many methods have been developed since the 1980s to measure Brand Equity (BE). These methods range from theoretical and pragmatic approaches to qualitative methods that determine the rankings of remembrance, emotionalit…

Development of a brand value measurement model with a corporate social responsibility perspective. A comparative analysis of consumer perception of energy providers in Spain and Colombia

Sustainable development of companies and their products involves the integration of multiple dimensions, including economic, ethical, social, and environmental considerations, all of which are increasingly important to …

El Marketing, el Greenwashing y su influencia en el Brand Equity. Caso de estudio: Colombia

This article has two general objectives: analyze the visual identity, through the last logo of the Colombian Oil Company Ecopetrol S.A. and, establish the impact on the perception of the con- sumer, its acceptance and r…