The effect of evaluation criteria on design attributes and brand equity in the product evaluation process

Journal of Brand Management

Volumn 16, Issue 3, 2008, Pages 195-212

  Na, Kwang Jin ^a   Holland, Ray ^a   Shackleton, John ^b   Hwang, Yun Yong ^c   Melewar, T C ^a  

^a BRUNEL UNIVERSITY   (United Kingdom)

^b MASSEY UNIVERSITY   (New Zealand)

^c Chosun University   (South Korea)

Author keywords

Brand leadership; Branding strategy; Brands; Design; Product evaluation

Indexed keywords

EID: 84984737522     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2008.29     Document Type: Article

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