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    Getting to grips with the dimensions of brand equity: an exploratory european study amongst consultants and managers

    Christodoulides, George and Veloutsou, C. (2011) Getting to grips with the dimensions of brand equity: an exploratory european study amongst consultants and managers. In: 7th Thought Leaders International Conference on Brand Management, 2011, Lugano, Switzerland. (Unpublished)

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    Abstract

    It is well-established that consumer-based brand equity is one of the main indicators of brand success and one of the most important intangible assets for organisations. However, there is very little agreement on its constituent dimensions. A review of the pertinent literature has moreover identified that most of the research originates from the US and there has been little research with practitioners to gain insights into their views of appropriate measures of brand equity. Fifteen semi-structured interviews were conducted with senior brand consultants and managers in UK, Germany and Greece. The findings suggest four categories of measures namely consumers' understanding of brand characteristics; consumers' brand evaluation; consumers' feelings about the brand; and finally consumer's behaviour towards the brand.

    Metadata

    Item Type: Conference or Workshop Item (Paper)
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Sarah Hall
    Date Deposited: 09 Sep 2014 16:36
    Last Modified: 09 Sep 2014 16:36
    URI: http://eprints.bbk.ac.uk/id/eprint/10488

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