The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting
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The Development of Brand Association Measures in Multiple Product Categories: New Findings and Implications for Goods and Service Brands Gordon, Brian S.; James, Jeffrey D.; Yoshida, Masayuki (Sciedu Press, 2016-05-10)Being able to determine the equity of a service or goods brand is of paramount importance to marketing practitioners and scholars alike. One way to determine the equity of a brand is through the measurement of brand ...
Banerjee, Pronobesh (University of Kansas, 2011-07-14)Instead of using all information, consumers often use only the one that is most readily accessible for arriving at a decision. This is known as knowledge accessibility in decision making. This dissertation examines the ...
Taniyev, Olzhas (University of Kansas, 2019-05-31)While superstar athletes’ relatable personalities, on-field achievements, and attractive brand image facilitate a direct connection with the target demographic, little is known about how this indelible bond manifests itself ...