Autores
Gregory S Martin, Tom J Brown
Fecha de publicación
1990
Revista
Marketing theory and applications
Volumen
2
Número
4
Páginas
431-438
Editor
American Marketing Association
Descripción
This paper posits that the brand equity construct includes both perceptual and behavioral facets. A psychological construct, brand impression, is proposed to represent the perceptual facet of brand equity. The multidimensional nature of brand impression is discussed, and a measurement instrument is developed and rigorously evaluated for reliability and validity.
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Artículos de Google Académico
GS Martin, TJ Brown - Marketing theory and applications, 1990