Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

European Journal of Operational Research

Volumn 195, Issue 2, 2009, Pages 628-640

  Torres, Anna ^a   Bijmolt, Tammo H A ^b  

^a DEPARTMENT OF ECONOMICS AND BUSINESS   (Spain)

^b UNIVERSITY OF GRONINGEN   (Netherlands)

Author keywords

Bootstrap; Brand image; Brand to attribute and attribute to brand associations; Correspondence analysis; Marketing; Multivariate statistics; Perceptual mapping

Indexed keywords

PROJECT MANAGEMENT;

BOOTSTRAP; BRAND IMAGE; BRAND-TO-ATTRIBUTE AND ATTRIBUTE-TO-BRAND ASSOCIATIONS; CORRESPONDENCE ANALYSIS; MULTIVARIATE STATISTICS; PERCEPTUAL MAPPING;

MULTIVARIANT ANALYSIS;

EID: 56249143824     PISSN: 03772217     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ejor.2008.02.020     Document Type: Article

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