Showing papers on "Brand equity published in 1967"
TL;DR: In this paper, the authors inferred from a positive association in household purchasing behavior for a family brand across product categories, were operative for a wide variety of family brands and product categories.
Abstract: Generalized preferences, inferred from a positive association in household purchasing behavior for a family brand across product categories, are operative for a wide variety of family brands and pr...
41 citations
16 citations