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| Tekijä: | Bello, D. Holbrook, M. |
| Otsikko: | Does an absence of brand equity generalize across product classes? |
| Lehti: | Journal of Business Research
1995 : OCT, VOL. 34:2, p. 125-131 |
| Asiasana: | BRANDS PRODUCTS RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | A previous study viewed brand equity as a price premium measured by the increment that a brandname contributes to the price of a product when controlling for its quality (as determined by an assessment of the relevant attributes, features, or characteristics). Using two samples of data drawn from Consumer Reports and the Crutchfield Catalog this earlier research found a striking absence of brand equity in the case of consumer electronics generalizes to other product classes. The article is of a big interest to any researches on the subject. |
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