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The Influence of New Brand Entry on Subjective Brand Judgments

โœ Scribed by Yigang Pan and Donald R. Lehmann

Book ID
125588688
Publisher
University of Chicago Press
Year
1993
Tongue
English
Weight
346 KB
Volume
20
Category
Article
ISSN
0093-5301

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## Abstract The importance of brand equity has been recognized in the marketing literature for years. Although researchers generally agree there is a social component to brand equity, empirical work in this area stops short of exploring the brand's ability to exert a social influence on consumers a