Brand Equity, Brand Preference, and Purchase Intent
Abstract
The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of how brand value is created and what its precise effects are. This study explores some of the consequences of brand equity. In particular, the authors examine the effect of brand equity on consumer preferences and purchase intentions. For comparative...
Paper Details
Title
Brand Equity, Brand Preference, and Purchase Intent
Published Date
Oct 1, 1995
Journal
Volume
24
Issue
3
Pages
25 - 40
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Notes
History