Brand Equity and Its Strategic Source in Scholarly Journal Publishing

A teaser for the session at the 39th Annual Meeting of the Society for Scholarly Publishing, Boston:  Brands are gatekeepers to content. At least partly. A comprehensive theory of a brand and its equity is important to understand the influence brands have on customers’ behaviour. This starts with seeing brands as more than just logos, and goes on with shaping value propositions with regards to potential customers. In journal publishing—a form of network economy—it highly depends on how you define your customer: reader (with a need for easy-to-access and reliable content) or author (with a need to accumulate high-IF brands on her CV). Or both?

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