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| Tekijä: | Supphellen, M. |
| Otsikko: | Understanding core brand equity: guidelines for in-depth elicitation of brand associations |
| Lehti: | International Journal of Market Research
2000 : SUMMER, VOL. 42:3, p. 319-338 |
| Asiasana: | Managers Marketing Psychology |
| Vapaa asiasana: | Brand equity |
| Kieli: | eng |
| Tiivistelmä: | To brand managers, in-depth understanding of brand associations is imperative. However, the majority of associations are difficult to elicit. In this paper, important characteristics of brand associations are discussed from the perspective of cognitive psychology. There are 4 challenges identified and 17 practical guidelines suggested. |
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