Consumer‐based brand equity: improving the measurement – empirical evidence
Abstract
Purpose – The present research aims to improve the measurement of consumer‐based brand equity. Current measurement of consumer‐based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non‐discriminant indicators in the measurement scales and of student samples.Design/methodology/approach – Based on the recommendations of extant research, the scale...
Paper Details
Title
Consumer‐based brand equity: improving the measurement – empirical evidence
Published Date
May 1, 2005
Volume
14
Issue
3
Pages
143 - 154
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