![]() ![]() Method: Appraising 39 brands, the model was composed of 6 metrics: awareness, perceived quality, loyalty, association, exclusiveness and willingness to pay a price premium. ![]() In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and experienced / non-experienced consumers). Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumer’s brand choice and firms’ brand performance, as long as they embrace competing brands. Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category.
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