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Brand Strength pp 130-154 | Cite as

Brand strength formation

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Part of the Forschungsgruppe Konsum und Verhalten book series (FGKV)

Abstract

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.

Keywords

Consumer Behavior Brand Equity Consumer Response Experiential Source Specific Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden 2004

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