This chapter discusses the results of the model validation and outlines the theoretical contributions. Furthermore, the findings are discussed from a marketing managerial perspective, seeking to provide guidance on how to design CM programs under effectiveness considerations. Finally, the limitations associated with this study are discussed and suggestions for future research are provided.


Brand Equity Brand Attitude Customer Response Customer Equity Elaboration Likelihood Model 
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

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012

Authors and Affiliations

  • Denise Steckstor

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