Brand equity research paper

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And university of sity of sity of colorado at york lian graduate school of ic university of this article as:Kluwer academic ts and alised in to check ted access to the full e local sales tax if the whole of about institutional use cookies to improve your experience with our ing lettersaugust 1999, volume 10, issue 3,Pp 301–318 | cite asbrand equity, consumer learning and choiceauthorsauthors and affiliationstülin erdemjoffre swaitsusan broniarczykdipankar chakravartijean-noël kapferermichael keanejohn robertsjan-benedict e. Shanker and dipankar chakravarti (1999) “memory measures for pretesting advertising: a conceptual framework and a diagnostic template, ” journal of consumer psychology, 8, 1, 1– scholarlouviere, jordan and joffre swait (1996) “searching for regularities in choice processes (or the little constant that could)”, working paper, dept.

Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. Steenkampflorian ctthe aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the internet.

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We propose an agenda of research based on this amplified equity dynamic choice consumer learning brand management brands on the internet store brands previewunable to display preview. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics.

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We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. Seenu srinivasan (1994) “a survey-based method for measuring and understanding brand equity and extendibility” journal of marketing research 21:271– scholarpark, c.

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