search query: @author Agarwal, M. K. / total: 3
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| Author: | Agarwal, M. K. Rao, V. R. |
| Title: | An empirical comparison of consumer-based measures of brand equity |
| Journal: | Marketing Letters
1996 : JUL, VOL. 7:3, p. 237-247 |
| Index terms: | BRANDS CONSUMERS PURCHASING |
| Language: | eng |
| Abstract: | This article compares eleven different consumer-based brand equity measures and evaluates their convergence. Predictive validity at the individual and aggregate levels is also investigated. Measures based on the dollar metric method and discrete choice methodology predict choices extremely well in a simulated shopping environment, as well as purchase-intention and brand-quality scales. |
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