An analytical study of spillover effect of different branding elements on customer based brand equit
CHOUDHURY, SMRITISHIKHA
An analytical study of spillover effect of different branding elements on customer based brand equit - 2014 - 30-46
The purpose of this study is to identify spillover relationship of different branding elements on Customer Based Brand Equity (CBBE). The study proposes an analytical approach for measuring CBBE. The approach takes into account five different branding elements-brand uniqueness, brand imagery, brand performance, brand loyalty and brand resonance- and evaluates the spillover effect of the branding elements.
BRAND MANAGEMENT
658.827
An analytical study of spillover effect of different branding elements on customer based brand equit - 2014 - 30-46
The purpose of this study is to identify spillover relationship of different branding elements on Customer Based Brand Equity (CBBE). The study proposes an analytical approach for measuring CBBE. The approach takes into account five different branding elements-brand uniqueness, brand imagery, brand performance, brand loyalty and brand resonance- and evaluates the spillover effect of the branding elements.
BRAND MANAGEMENT
658.827