Showing papers on "Brand equity published in 1964"
TL;DR: In this paper, the authors test hypotheses about why measured "brand loyalty" varies over product classes and use factor analysis to solve certain difficulties in the empirical testing, and show that factor analysis is able to solve some difficulties in empirical testing.
Abstract: This paper tests hypotheses about why measured “brand loyalty” varies over product classes. Factor analysis is used to solve certain difficulties in the empirical testing. Brand switching in a prod...
156 citations
71 citations