haku: @indexterm Brands / yhteensä: 1643
viite: 290 / 1643
| Tekijä: | Reynolds, T. J. Phillips, C. B. |
| Otsikko: | In search of true brand equity metrics: all market share ain't created equal |
| Lehti: | Journal of Advertising Research
2005 : JUN, VOL. 45:2, p. 171-186 |
| Asiasana: | brands |
| Kieli: | eng |
| Tiivistelmä: | The elusive notion of brand equity is operationalized in a share tiering framework with a combination of several constructs: relative barrier or brand price, brand quality perceptions, brand purchase loyalty and self-report future brand purchase trend. The cola category is used as example to illustrate recommended measures for the "share tiering" approach to brand equity measurement. |
SCIMA