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Marta Olivia Rovedder de Oliveira
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Journal Articles

Brand equity chain and brand equity measurement approaches

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Marta Olivia Rovedder de Oliveira, Rodrigo Heldt, Cleo Schmitt Silveira, Fernando Bins Luce
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (4): 442–456.
https://doi.org/10.1108/MIP-06-2022-0222
Published: 31 March 2023
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Journal Articles

Brand equity and company performance: evidence from a quasi-experiment in an emerging market

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Marta Olivia Rovedder de Oliveira, Igor Bernardi Sonza, Tamires Silva da Silva
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2023) 41 (4): 393–408.
https://doi.org/10.1108/MIP-12-2021-0452
Published: 30 March 2023
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Journal Articles

Trade-off between value creation and value appropriation?

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Cleo Schmitt Silveira, Marta Olivia Rovedder de Oliveira, Rodrigo Heldt, Fernando Bins Luce
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (1): 1–16.
https://doi.org/10.1108/MIP-11-2019-0592
Published: 17 June 2020
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Journal Articles

Comparing alternative approaches to estimate customer equity

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Cleo Schmitt Silveira, Marta Olivia Rovedder de Oliveira, Fernando Bins Luce
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2017) 35 (5): 611–625.
https://doi.org/10.1108/MIP-10-2016-0183
Published: 07 August 2017
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