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.

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