Please use this identifier to cite or link to this item:
https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/7878
Title: | Extending Our Thinking About Brand Equity |
Authors: | Michelle Peterman Ellen Bolman Pullins |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
Abstract: | Brand equity bas been conceptualized as being a function of the knowledge structure that a customer has for a brand (Keller 1993, 1998). Viewing knowledge as an associative network of nodes and linkages, this perspective identifies the strength and favorability of brand associations as key antecedents of brand equity. Advantageous consequences of brand equity are thought to be many, including customer loyalty and enhanced parent standing. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/7878 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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EXTENDING OUR THINKING ABOUT BRAND EQUITY.pdf Restricted Access | 546.46 kB | Adobe PDF | View/Open Request a copy |
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