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Research papers

Understanding, measuring and using brand equity

This paper reports on the results of a development program aimed at using survey research data to place a financially related value on the consumer based equity of brand images and associations. We will document the empirically derived theories...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Paul Dyson, Andy Farr, Nigel Hollis
Company: KANTAR TNS Malaysia
June 15, 1996
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Citation

Dyson, Farr and Hollis (1996a, June 15). Understanding, measuring and using brand equity. ANA - ESOMAR. Retrieved May 08, 2024, from


https://ana.esomar.org/documents/understanding-measuring-and-using-brand-equity