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). The authors' aim is to address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. Design...

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Bibliographic Details
Main Authors: Alan French, Gareth Smith
Format: Default Article
Published: 2013
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Brand equity
Brand association strength
Brand concept mapping
Network analysis
Brands
Modelling
Consumer behaviour
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/14786
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