Leveraging secondary associations to build brand equity : theoretical perspectives and practical applications
Year of publication: |
2020
|
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Authors: | Keller, Kevin Lane |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 4, p. 448-465
|
Subject: | brand building | Brand equity | brand leveraging | secondary associations | Markenführung | Brand management | Markenimage | Brand image |
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