Koll, Oliver; von Wallpach, Sylvia - In: Journal of Product & Brand Management 18 (2009) 5, pp. 338-345
Purpose – What customers associate with a brand is the result of what they have felt, learnt, seen and heard about the brand. This knowledge impacts the attitudinal and behavioral brand response of customers (and vice versa). This paper aims to identify how customer segments of one brand...