| 期刊全稱 | Brand Strength | | 期刊簡(jiǎn)稱 | Building and Testing | | 影響因子2023 | Martin G. Walser | | 視頻video | http://file.papertrans.cn/191/190408/190408.mp4 | | 學(xué)科分類 | Forschungsgruppe Konsum und Verhalten | | 圖書封面 |  | | 影響因子 | Recent years have seen an ever increasing interest in the phenomenon of brands. A great number of books and articles have been published focusing on as various subjects as brand value, brand meaning, brand awareness or brand communities. Despite the numerous and widely different approaches to brand research and management, there seems to be general agreement on one point: strong brands are a major asset to any business firm. The questions what constitutes a strong brand and how brand strength is to be measured, however, has stirred a hefty discussion in literature. With his research work presented in this book, Martin Walser has made a very interesting contribution to this discussion. Based on a description of the history of branding and the functions of brands in modem economies he first compares the various conceptional approaches to the brand phenomenon and develops a definition that perfectly fits the purpose of his research. v Preface This doctoral dissertation is the result of an investigation into the nature, measurement and formation of brand strength. It is an attempt to consolidate a fragmented field of research and to advance our knowledge, by providing one of the few em | | Pindex | Book 2004 |
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