Building Strong Brands in Retailing

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Building Strong Brands in Retailing

Brand strength is the relative power of attraction of a given brand versus other brands and the levels of other product attributes. “Brand” is an encompassing concept that includes retail firms as well as physical products and services. We propose and empirically test a behavior-based model of brand...

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Bibliographic Details
Main Authors:	Woodside, Arch, Walser, M.
Format:	Journal Article
Published:	Elsevier 2007
Subjects:	Brand strength Brand influences Retailing
Online Access:	http://hdl.handle.net/20.500.11937/26728

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