How Important Are Brands? A Cross-Category, Cross-Country Study

@inproceedings{Fischer2010HowIA,
  title={How Important Are Brands? A Cross-Category, Cross-Country Study},
  author={Marc Fischer and Franziska V{\"o}lckner and Henrik Sattler},
  year={2010}
}
Abstract This article focuses on the measurement of the overall importance of brands for consumer decision making—that is, brand relevance in category, or BRiC—across multiple categories and countries. Although brand equity measures for specific brands have attracted a large body of literature, the questions of how important brands are within an entire product category and the extent to which BRiC differs across categories and countries have been neglected. The authors introduce the concept of… CONTINUE READING

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