Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
3Activity
0 of .
Results for:
No results containing your search query
P. 1
Brand Equity and BP

Brand Equity and BP

Ratings: (0)|Views: 314|Likes:
Published by jhon_lovs

More info:

Published by: jhon_lovs on Oct 30, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less

09/23/2012

pdf

text

original

 
Brand EquityUnits 2 and 3
Dr. ShahaidaP
 
1
.2
Customer-Based Brand Equity
The differential effect that brand knowledgehas on consumer response to the marketing of that brand.
Keller,
199
3
 
1
.3
Differential effect
 ±
Differences in consumer response
Brand knowledge
 ±
A result of consumers knowledge about the brand
Consumer response to marketing
 ±
Choice of a brand
 ±
Recall of copy points from an ad
 ±
Response to a sales promotion
 ±
Evaluations of a proposed brand extension
Customer-Based Brand Equity

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->