How important are brands? A cross category cross-country study

Journal of Marketing Research

Volumn 47, Issue 5, 2010, Pages 823-839

  Fischer, Marc ^a   Volckner, Franziska ^b   Sattler, Henrik ^c  

^a UNIVERSITY OF PASSAU   (Germany)

^b UNIVERSITY OF COLOGNE   (Germany)

^c UNIVERSITY OF HAMBURG   (Germany)

Author keywords

Brand equity; Brand functions; Brand relevance; Cross national research; Scale development

Indexed keywords

EID: 77957945506     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.5.823     Document Type: Article

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