Working Papers

How Important Are Brands? A Cross-category, Cross-country Study

Marc Fischer, Franziska Voelckner, and Henrik Sattler

Jan 1, 2009

Develops a diagnostic metric, category brand relevance (CBR), to measure the overall role brands play in customer decision-making in a specific category; tests framework with a sample of 5,769 consumers to show how the construct varies across 20 categories and five countries.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.