Brand Synthesis: The Multidimensionality of Brand Knowledge
Abstract
The increased priority placed on branding by marketers in recent years offers an opportunity for consumer researchers to provide valuable insights and guidance. In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand...
Paper Details
Title
Brand Synthesis: The Multidimensionality of Brand Knowledge
Published Date
Mar 1, 2003
Journal
Volume
29
Issue
4
Pages
595 - 600
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