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The owner's edge: Brand ownership influences causal maps

Understanding the coherence between the attributes of a brand is a key asset for marketers managing brand equity. In this study, Johan van Rekom and Peeter W.J. Verlegh propose consumer causal maps as a powerful instrument to achieve this purpose.

Understanding the coherence between the attributes of a brand is a key asset for marketers managing brand equity. In this study, Johan van Rekom and Peeter W.J. Verlegh propose consumer causal maps as a powerful instrument to achieve this purpose.

Participants

  • Johan
    Role: Faculty
    Reference type: Featured
  • Peeter
    Role: Faculty
    Reference type: Featured

Media Outlets

  • Journal of Business Research (Scientific or industry journal)