Article2010

Measuring and managing brand equity

67 citations0/0 files storedInternational Journal of Quality and Service Sciences

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

Purpose – A strong brand is among the most valuable intangible assets for any company. This paper aims to provide empirical evidence of a brand equity model and illustrates the application of the model on a Danish bank.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991Structural Equations with Latent Variables.1999Use of partial least squares (PLS) in strategic management research: a review of four recent studies 2011Reliability and Validity Assessment 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1996The American Customer Satisfaction Index: Nature, Purpose, and Findings 1995Building Strong Brands 1977Importance-Performance Analysis

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