Working Paper
Measuring Consumer Perceptions of Brand Quality With Scanner Data: Implications for Brand Equity
Jan 1, 1991
Proposes three measures of brand equity, each based on the value that the consumer places on a product.
Working Paper
Measuring Consumer Perceptions of Brand Quality With Scanner Data: Implications for Brand Equity
Jan 1, 1991
Proposes three measures of brand equity, each based on the value that the consumer places on a product.