Kuhn, Kerri-Ann; Alpert, Frank; Pope, Nigek K. Ll. - 2010
Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). While the power of branding is widely acknowledged...