search query: @freeterm BRAND EQUITY / total: 26
reference: 18 / 26
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). |
SCIMA