Brand strength formation
- 119 Downloads
It is fair to conclude that research on the topic of brand strength has to a large extent been focused on defining the construct and searching for appropriate measures to operationalize it (e.g. see Bekmeier, 1994; Dawar, 1998). Though the notion of “building brand strength” is often used (e.g. Keller, 1993/1998; Aaker, 1991; Farquhar, 1990; Barwise, 1993; Rossiter/Lawrence, 1993), the corresponding discussion of promising means to build a strong brand, as well as an assessment of the relative importance of these inputs, most of the time is neither systematic nor supported by empirical testing.
KeywordsConsumer Behavior Brand Equity Consumer Response Experiential Source Specific Brand
Unable to display preview. Download preview PDF.