TY  - GEN
AU  - CHOUDHURY, SMRITISHIKHA
AU  - KAKATI, RINALINI
TI  - An analytical study of spillover effect of different branding elements on customer based brand equit
PY  - 2014///
KW  - BRAND MANAGEMENT
N2  - 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
ER  -