By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

Aaker, D. A. (2003). Brand building. Brno: Computer Press.Search in Google Scholar

Beccaceci, F., Borgonovo, E., & Reggiani, F. (2006). Risk Analysis in Brand Valuation. SSRN eLibrary. [Accessed 20.04.2017]. Available from Internet: http://ssrn.com/abstract=931023.Search in Google Scholar

Beleska-Spasova, E., Loykulnanta, S., & Nguyen, Q.T.K. (2016). Firm-specific, national and regional competitive advantages: The case of emerging market MNEs-Thailand. Asian Business & Management, 15(4), 264-291.10.1057/s41291-016-0009-8Search in Google Scholar

Cizinska, R., & Krabec, T. (2014). Destroying and Creating Equity Value Through Brand Management: Positive and Negative Brand Impact Assessment by Using the VIM Modelling Approach. Journal of Contemporary Management Issues, 19 (1), 213-230.Search in Google Scholar

Damodaran, A. (1996). Investment valuation: tools and techniques for determining the value of any asset. New York: John Wiley & Sons.Search in Google Scholar

Feltham, G. A., & Ohlson, J. A. (1999). Residual earnings valuation with risk and stochastic interest rates. Accounting Review, 74 (2), 165–183.10.2308/accr.1999.74.2.165Open DOISearch in Google Scholar

Fischer, M. (2007). Valuing brand assets: a cost-effective and easy-to-implement measurement approach. Working Paper Series, Marketing Science Institute (MSI), 25-50.Search in Google Scholar

Heine, K., & Gutsatz, M. (2015). Luxury brand building in China: Eight case studies and eight lessons learned, Journal of Brand Management, 22(3), 229-245.10.1057/bm.2014.25Search in Google Scholar

Herp, T. (1982). Der Markenwert von Marken des Gebrauchs-gutersektors. Frankfurt am Main: Peter Lang.Search in Google Scholar

Chailan, C., & Ille, F. (2015). Branding from emerging countries: how to compete internationally? Critical Perspectives on International Business, 11 (1), 54-71.10.1108/cpoib-11-2012-0055Search in Google Scholar

Kapferer, J. N. (2012). The new strategic brand management – Advanced insights &strategic thinking. London: Kogan Page.Search in Google Scholar

Keller, K. L. (2007). Strategic brand management. Praha: Grada Publishing.Search in Google Scholar

Krizanova, A., Masarova, G., & Stefanikova, L. (2014). The importance of brand management in the automotive industry in the Slovak market. ICMIBI 2014: Management innovation and business - 2nd international conference on Management innovation and business. Conference proceedings, 23-28.Search in Google Scholar

Lev, B. (1999). Seeing is believing: A better approach to estimating knowledge capital. CFO Asia Magazine, 15 (2), 29-37.Search in Google Scholar

Lizbetinova, L., & Weberova, D. (2016). Managing attitudes of consumers towards brands and quality. IBIMA 2016: 27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth. Conference proceedings, 2147-2156.Search in Google Scholar

Moisescu, O. I. (2007). A conceptual analysis of brand evaluation. Munich: MPRA Paper No. 32017, 93-98.Search in Google Scholar

Raboy, D., & Wiggins, S. (1997). Intangible capital, hedonic pricing and international transfer prices. Public Finance Quarterly, 25 (4), 347-365.10.1177/109114219702500401Open DOISearch in Google Scholar

Riesenbeck, H. (2000). Nur Power-Marken überleben. Akzente, (16), 10-15.Search in Google Scholar

Salamovska, S.M., & Todorovska, M. (2016). Brand Valuation and Marketing Assets Assessment - Theoretical Background vs. Contemporary Managerial Issues. Strategic Management, 21 (4), 37-44.Search in Google Scholar

Salinas, G. (2009). The international brand valuation manual – A complete overview and analysis of brand valuation techniques, methodologies and applications. Chichester: John Wiley & Sons.Search in Google Scholar

Sattler, H., Högl, S., & Hupp, O. (2002). Evaluation of the financial value of brands. Research papers on marketing and retailing. Hamburg: Hamburg University Press.Search in Google Scholar

Sydoruk, S.V. (2016). Specifics of forming brand of hotel services in region. Scientific Bulletin of Polissia, (3), 117-123.Search in Google Scholar

Starchon, P., Lizbetinova, L., & Weberova, D. (2016). Clustering in relation to brand perception: An example based on Czech consumers. 28th International Business Information Management Association Conference - Vision 2020: Innovation Management, Development Sustainability, and Competitive Economic Growth. Conference proceedings, 2271-2285.Search in Google Scholar

Stensova, A. et al. (2006). Brand management – selected problems. Bratislava: Ekonom.Search in Google Scholar

Vazquez, R., del Rio, A. B., & Iglesias, V. (2002). Consumer-based brand equity: Development and validation of a measurement instrument. Journal of Marketing Management, 18 (1-2), 27-48.10.1362/0267257022775882Open DOISearch in Google Scholar

Veloutsou, C., & Guzman, F. (2017). The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product and Brand Management, 26 (1), 2-12.10.1108/JPBM-01-2017-1398Search in Google Scholar

Weberova, D., & Lizbetinova, L. (2016). Consumer attitudes towards Brands in relation to price. IBIMA 2016: 27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth. Conference proceedings, 1850-1859.Search in Google Scholar

Zimmermann, R., Klein-Bölting, U., Sander, B., & Murad-Aga, T. (2001). Brand equity review, brand equity excellence. Düsseldorf: BBDO Group Germany.Search in Google Scholar