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A behavioural long-term based measure to monitor the health of a brand · Study

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ArticleA behavioural long-term based measure to monitor the health of a brand

Abas Mirzaei2015

Article2015

A behavioural long-term based measure to monitor the health of a brand

Abas Mirzaei · David Michael Gray · Chris Baumann · Lester W. Johnson · Hume F. Winzar

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

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

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1973Risk, Return, and Equilibrium: Empirical Tests 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1996Measuring Brand Equity Across Products and Markets 1991Managing brand equity : capitalizing on the value of a brand name.2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2011Robust Inference With Multiway Clustering 2001Developing and validating a multidimensional consumer-based brand equity scale

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2017The impact of the brand management system on performance across service and product-oriented activities

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Year2015

Typearticle

Published2015-05-01

VenueJournal of Brand Management

ISSN-L1350-231X

Languageen

Citations19

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1057/bm.2015.18

openalex_workW628909168

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