A taxonomy of measures for consumer-based brand equity: Drawing on the views of managers in Europe

Journal of Product and Brand Management

Volumn 22, Issue 3, 2013, Pages 238-248

  Veloutsou, Cleopatra ^a   Christodoulides, George ^b   de Chernatony, Leslie ^c,d  

^a UNIVERSITY OF GLASGOW   (United Kingdom)

^b UNIVERSITY OF LONDON   (United Kingdom)

^c ASTON UNIVERSITY   (United Kingdom)

^d UNIVERSITY OF LUGANO   (Switzerland)

Author keywords

Brand equity; Consumer based brand equity; Consumers; Experts; Germany; Greece; Interviews; United Kingdom

Indexed keywords

EID: 84879387952     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/JPBM-02-2013-0256     Document Type: Article

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