|
|
This is only a preview of the paper
Click here to register and get the full text.
Existing members click here to login
|
|
|
... 1 Definition
Brand equity is defined as the differential effect that brand awareness and brand associations have on consumer response to the marketing of that brand. The marketing includes advertising, distribution, pricing and promotion as well as new products and brand extensions (for a review of concepts and methods, see Keller (2003) Chapter 10 and Agarwal and Rao 1996). ... 2 Methods
Self-reports
Overall brand evaluation (also known as attitude toward the brand):
What do you think of ___?
Unappealing 1 2 3 4 5 6 7 Appealing
Low quality 1 2 3 4 5 6 7 High quality
Unpleasant 1 2 3 4 5 6 7 Pleasant
Purchase intentions: Likelihood of buying the brand or likelihood of switching from the brand to another brand. ... Alternatively, you may brand the target product with its actual brand or with a competitor’s brand and compare the results.
Approximate Word count = 638
Approximate Pages = 2.6
(250 words per page double spaced)
|
|
|
|
|
|