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The owner's edge: Brand ownership influences causal maps
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)