Working Paper
A Product-Market-Based Measure of Brand Equity
Jan 1, 2002
Proposes a product-market-level measure of brand equity; examines its behavior for brands in 23 packaged goods categories over seven years.
Working Paper
A Product-Market-Based Measure of Brand Equity
Jan 1, 2002
Proposes a product-market-level measure of brand equity; examines its behavior for brands in 23 packaged goods categories over seven years.