Romaniuk, Jenni; Wight, Samuel; Faulkner, Margaret - In: Journal of Product & Brand Management 26 (2017) 5, pp. 469-476
Purpose Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management. Design/methodology/approach Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal...