Please use this identifier to cite or link to this item:
https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/7501
Title: | An Empirical Investigation Into Consumers |
Authors: | Aron M. Levin, Tommy E. Whittler |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
Abstract: | Brand equity, the value that brands add to products, has become a widely studied topic by marketers. Recently, researchers have become interested in consumers' evaluations of branding strategies such as brand extensions and cobranding, in which the brand must be evaluated in a new context. Of particular interest has been the possibility of affect transfer between products and brands. |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/7501 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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AN EMPIRICAL INVESTIGATION INTO CONSUMERS'.pdf Restricted Access | 627.99 kB | Adobe PDF | View/Open Request a copy |
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