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Brand Discrimination: An Implicit Measure of the Strength of Mental Brand Representations
While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess t...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Public Library of Science
2015
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4372428/ https://www.ncbi.nlm.nih.gov/pubmed/25803845 http://dx.doi.org/10.1371/journal.pone.0121373 |