Measuring brand association strength: A consumer based brand equity approach

European Journal of Marketing

Volumn 47, Issue 8, 2013, Pages 1356-1367

  French, Alan ^a   Smith, Gareth ^b  

^a LOUGHBOROUGH UNIVERSITY   (United Kingdom)

^b OXFORD BROOKES UNIVERSITY   (United Kingdom)

Author keywords

Brand association strength; Brand concept mapping; Brand equity; Brands; Consumer behaviour; Modelling; Network analysis

Indexed keywords

EID: 84880623625     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561311324363     Document Type: Article

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