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| Author: | Kressmann, F. (et al.) |
| Title: | Dimensionen der Markeneinstellung und ihre Wirkung auf die Kaufabsicht |
| Journal: | Betriebswirtschaft
2003 : JUL/AUG, VOL 63:4, p. 401-418 |
| Index terms: | Marketing Brands Industries Cars Models |
| Freeterms: | Brand equity |
| Language: | ger |
| Abstract: | Brand image is of particular interest for determining the consumer-based brand equity. The functional, expressive and relational dimensions of this psychological variable are investigated. These dimensions are connected within a causal model with their antecedents and consequences. The empirical value of the model can be impressively proved by means of a survey in the automobile sector (original in German). |
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