A consumer-perceived consumer-based brand equity scale

Brand equity is an essential concept in marketing academia and practice. The term came into use during the late 1980s, and the importance of conceptualizing, measuring and managing brand equity has grown rapidly in the eyes of practitioners and academics alike. Despite the importance of the concept,...

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Bibliographic Details
Published in:The journal of brand management 2016-05, Vol.23 (3), p.229-251
Main Authors: Baalbaki, Sally, Guzmán, Francisco
Format: Article
Language:English
Subjects:
Analysis
Brand equity
Brand identification
Brand loyalty
Brand names
Business and Management
Competitive advantage
Consumer attitudes
Consumers
Corporate planning
Management
Marketing
Original Article
Preferences
Studies
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