haku: @author Vázquez, R. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Vazquez, R. Rio, A. B. del Iglesias, V. |
| Otsikko: | Consumer-based Brand Equity: Development and Validation of a Measurement Instrument |
| Lehti: | Journal of Marketing Management
2002 : FEB, VOL. 18:1-2, p. 27-48 |
| Asiasana: | BRANDS RELIABILITY STRUCTURAL ANALYSIS MODELS |
| Kieli: | eng |
| Tiivistelmä: | The authors state that the subject of brand equity has attracted increasing interesting the Marketing literature over the last decade. This work considers the development and validation of a measurement instrument of brand equity based on the value ascribed to brands by consumers. The results obtained indicate the existence of four basic dimensions of brand utilities: product functional utility, product symbolic utility, brand name functional utility, brand name symbolic utility. The various tests employed show a reasonable degree of reliability and validity of the proposed scale for the sport shoes sector. The paper provides a substantial list of references on this subject. |
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