Drivers of brand strength: Configural paths to strong cognitive brand equity
Abstract
Cognitive brand research conceives brand strength as the result of brand association characteristics, like favorability, number, uniqueness, and consensus. Most research uses regression type methods to study the impact of individual association characteristics across various brands. This study examines which patterns of brand association characteristics lead to high vs. low brand strength on an individual consumer level. Configural analysis of...
Paper Details
Title
Drivers of brand strength: Configural paths to strong cognitive brand equity
Published Date
Aug 1, 2016
Journal
Volume
69
Issue
8
Pages
2774 - 2780
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