Estimating the value of brand-image associations: The role of general and specific brand image

Journal of Marketing Research

Volumn 48, Issue 3, 2011, Pages 518-531

  Sonnier, Garrett ^a   Ainslie, Andrew ^b  

^a UNIVERSITY OF TEXAS AT AUSTIN   (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Bayesian methods; Choice models; Factor models

Indexed keywords

EID: 79959359481     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.48.3.518     Document Type: Article

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