How brand awareness relates to market outcome, brand equity, and the marketing mix

Journal of Business Research

Volumn 65, Issue 1, 2012, Pages 92-99

  Huang, Rong ^a   Sarigöllü, Emine ^b  

^a SHANGHAI UNIVERSITY OF FINANCE AND ECONOMICS   (China)

^b MCGILL UNIVERSITY   (Canada)

Author keywords

Brand awareness; Brand equity; Market outcome; Marketing mix elements

Indexed keywords

EID: 81155128686     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.02.003     Document Type: Article

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