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Research papers

Managing brand health through the marriage of attitudes and behaviour

This paper describes the work used to develop and validate the BrandBuilder loyalty model. Evidence of the usefulness and validity of three measures of loyalty will be presented: -1 behaviourally-based measures of loyalty to the brand; -2...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Allan Baldinger, Charles llsley
June 15, 1998
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Citation

Baldinger and llsley (1998a, June 15). Managing brand health through the marriage of attitudes and behaviour. ANA - ESOMAR. Retrieved May 18, 2024, from


https://ana.esomar.org/documents/managing-brand-health-through-the-marriage-of-attitudes-and-behaviour