- 1. Introduction
- 2. Measuring brand knowledge using the tool CONCEPTUAL BRAND M@PPING
- 3. Analysis of conceptual brand maps using social-network-analysis methods
- 1.1 Preliminary remarks
- 1.2 Analysis of an individual conceptual brand map applying social network analysis methods
- 1.3 Analysis of an aggregate conceptual brand map
- 4. Summary
- 5. References
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