Measuring brand association strength: a consumer based brand equity approach
نویسندگان
چکیده
منابع مشابه
Measuring brand association strength: a consumer based brand equity approach
Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of Consumer Based Brand Equity (CBBE). We address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design/Methodology/Approach – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and ...
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ژورنال
عنوان ژورنال: European Journal of Marketing
سال: 2013
ISSN: 0309-0566
DOI: 10.1108/03090561311324363