Building brand equity: (A presentation given at the Medical Marketing Association Annual Conference)

Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing

Volumn 2, Issue 3, 2002, Pages 208-218

  Campbell, Margaret C ^a  

^a UNIVERSITY OF COLORADO   (United States)

Author keywords

brand equity; branding; consumers' perceptions of brands

Indexed keywords

EID: 84990385585     PISSN: 17457904     EISSN: 17457912     Source Type: Journal    
DOI: 10.1057/palgrave.jmm.5040078     Document Type: Article

References (2)

1. Aaker D. (1991) ‘Managing Brand Equity, New York, The Free Press.
2. Keller K. L. (1993) ‘Conceptualizing, Measuring and Managing Customer-based Brand Equity’, Journal of Marketing 57, January, 1–22.