haku: @journal_id 69 / yhteensä: 714
viite: 109 / 714
| Tekijä: | Keller, K. L. |
| Otsikko: | Conceptualizing, measuring, and managing customer-based brand equity (Verbraucherforschung) |
| Lehti: | Journal of Marketing
1993 : JAN, VOL. 57:1, p. 1-22 |
| Asiasana: | |
| Vapaa asiasana: | MARKETING, WARENMARKE, PRODUKTPOLITIK |
| Kieli: | eng |
| Tiivistelmä: | Customer-based brand equity is the effect of brand knowledge on consumer response to the marketing of the brand. A brand has positive/negative customer-based brand equity when consumers react more/less favourably to the brand than they do to a fictitiosly named/unnamed version of the product/service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components: brand awareness and brand image. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research. |
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