MEASURING BRAND AWARENESS IN A RANDOM UTILITY MODEL
نویسندگان
چکیده
منابع مشابه
presenting a mathematical model for measuring brand equity
brand plays an important role in contacting customers. even from the customer’s viewpoint, it is a symbol of product quality. measuring the brand equity in order to determine the brand position is of remarkable significance for companies, in particular iranian ones. the purpose of this article is to investigate the parameters that influence brand equity and provide a mathematical model for meas...
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Full terms and conditions of use: http://pubsonline.informs.org/page/terms-and-conditions This article may be used only for the purposes of research, teaching, and/or private study. Commercial use or systematic downloading (by robots or other automatic processes) is prohibited without explicit Publisher approval, unless otherwise noted. For more information, contact [email protected]. The...
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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: Advances in Complex Systems
سال: 2017
ISSN: 0219-5259,1793-6802
DOI: 10.1142/s0219525917500047