An analytical study of spillover effect of different branding elements on customer based brand equit
Material type: Mixed materialsPublication details: 2014Description: 30-46Subject(s): NLM classification:- 658.827
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
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Periodicals/Magazines | SSCBS Library | 11/1 | Available | P15386 |
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.
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