Measuring brand power: Validating a model for optimizing brand equity

Journal of Product & Brand Management

Volumn 8, Issue 3, 1999, Pages 170-184

  Bong na, Woon ^a   Marshall, Roger ^b   Keller, Kevin Lane ^c  

^a Pusan National University   (South Korea)

^b NANYANG TECHNOLOGICAL UNIVERSITY   (Singapore)

^c DARTMOUTH COLLEGE   (United States)

Author keywords

Brand equity; Korea; Market share; Marketing mix

Indexed keywords

EID: 84986014849     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429910272439     Document Type: Article

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