Dimensions of Customer-Based Brand Equity: A Study on Malaysian Brands
نویسندگان
چکیده
منابع مشابه
Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands
and others at both organizations for their support and valuable input. Special thanks to Grey Advertising's Ben Arno who suggested the term brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth College. MSI was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will i...
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It is common for brands to extend into additional product categories. It has been argued that narrow brands (i.e., brands offering a portfolio of similar product categories) have an advantage over broad brands (i.e., brands offering a portfolio of diverse product categories) when extending to a product category that is similar to at least one of the categories in the existing brand portfolio. W...
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ژورنال
عنوان ژورنال: Journal of Marketing Research and Case Studies
سال: 2011
ISSN: 2165-7009
DOI: 10.5171/2011.821981