The impact of brand confusion on sustainable brand satisfaction and private label proneness: A subtle decay of brand equity

Journal of Brand Management

Volumn 19, Issue 3, 2011, Pages 195-212

  Kocyigit, Orhan ^a   Ringle, Christian M ^b,c  

^a UNIVERSITY OF HAMBURG   (Germany)

^b HAMBURG UNIVERSITY OF TECHNOLOGY   (Germany)

^c UNIVERSITY OF NEWCASTLE   (Australia)

Author keywords

brand confusion; brand equity; partial least squares; path modeling; schema theory

Indexed keywords

EID: 83455249781     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2011.32     Document Type: Article

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