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Conceptual analysis of brand architecture and relationships within product categories · Study

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ArticleConceptual analysis of brand architecture and relationships within product categories

N.A. Rajagopal2004

Article2004

Conceptual analysis of brand architecture and relationships within product categories

N.A. Rajagopal · Romulo Sanchez

124 citations·0/0 files stored·Journal of Brand Management

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

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References

1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 1990Consumer Evaluations of Brand Extensions 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture

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Year2004

Typearticle

Published2004-02-01

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations124

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1057/palgrave.bm.2540169

openalex_workW2118893983

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Branding paradigm for the bottom of the pyramid markets