๐”– Bobbio Scriptorium
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Developing and validating measures of facets of customer-based brand equity

โœ Scribed by Richard G. Netemeyer; Balaji Krishnan; Chris Pullig; Guangping Wang; Mehmet Yagci; Dwane Dean; Joe Ricks; Ferdinand Wirth

Book ID
117319769
Publisher
Elsevier Science
Year
2004
Tongue
English
Weight
252 KB
Volume
57
Category
Article
ISSN
0148-2963

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โœ Manoj K. Agarwal; Vithala R. Rao ๐Ÿ“‚ Article ๐Ÿ“… 1996 ๐Ÿ› Springer US ๐ŸŒ English โš– 903 KB

This article compares eleven different consumer-based brand equity measures and evaluates their convergence. Predictive validity at the individual and aggregate levels is also investigated. Measures based on the dollar metric method and discrete choice methodology predict choices extremely well in a