Bristow, Dennis N.; Schneider, Kenneth C.; Schuler, Drue K. - In: Journal of Product & Brand Management 11 (2002) 6, pp. 343-356
The marketing literature provides substantial discussion of branding and brand equity, but reveals limited research on the use of brand name in the consumer decision‐making process. Further, most such studies have included the manipulation of product brand name as an independent variable. The...