A comparison of brand equity strength across consumer segments and markets

@inproceedings{Stocchi2017ACO,
  title={A comparison of brand equity strength across consumer segments and markets},
  author={Lara Stocchi and Rachel M Fuller},
  year={2017}
}
Purpose This paper aims to compare brand equity strength, i.e. the extent to which brand awareness and brand image contribute to purchase propensity, for different segments of consumers (non-users, light users and heavy users) and two different markets (soft drinks and banking, representing a repertoire and a subscription context, respectively). Design/methodology/approach This aim is pursued using a scalable customer-based brand equity (CBBE) framework, which… CONTINUE READING

Similar Papers