Consumer-based brand equity: benchmarking the perceived performance of brands
Objective: Competitive performance between brands can be gauged by perceptual consumer indicators. The lack of a reference regarding this performance can hinder the establishment of real goals by marketing managers. This study aimed to compare product and service brand performance measured by consum...
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| Publicado no: | Revista Brasileira de Marketing |
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| Autor principal: | |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Universidade Nove de Julho
2019
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=471767357003 https://www.redalyc.org/journal/4717/471767357003/ https://www.redalyc.org/journal/4717/471767357003/html/ https://www.redalyc.org/journal/4717/471767357003/471767357003.epub https://www.redalyc.org/journal/4717/471767357003/movil |
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