haku: @author Krishnan, H. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Krishnan, H. |
| Otsikko: | Characteristics of memory associations: a consumer-based brand equity perspective |
| Lehti: | International Journal of Research in Marketing
1996 : OCT, VOL. 13:4, p. 389-405 |
| Asiasana: | RESEARCH MARKETING ECONOMICS |
| Kieli: | eng |
| Tiivistelmä: | This research uses a memory network model to identify various association characteristics underlying consumer based brand equity. An empirical study measures association characteristics, such as set size, valence, uniqueness, and origin, and examines differences between high and low equity brands on these measures. The results show that consumer association differences are consistent with external equity indicators and provide insights on strong and weak areas for each brand that could be used to strengthen the brand. |
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