Reply to commentary on "understanding brand performance measures: Using Dirichlet benchmarks"

Journal of Business Research

Volumn 57, Issue 12 SPEC.ISS., 2004, Pages 1329-1330

  Uncles, Mark D ^a   Ehrenberg, Andrew S C ^b   Goodhardt, Gerald J ^b  

^a UNIVERSITY OF NEW SOUTH WALES   (Australia)

^b LONDON SOUTH BANK UNIVERSITY   (United Kingdom)

Author keywords

Consumer attitudes; Dirichlet benchmarks; Non packaged goods markets

Indexed keywords

EID: 5444260041     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2003.03.001     Document Type: Article

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4. Ehrenberg A.S.C. Uncles M.D. Goodhardt G.J. Understanding brand performance measures: using Dirichlet benchmarks J. Bus. Res. 57 2004 1307-1325
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