Griff Round, D.J.; Roper, Stuart - In: European Journal of Marketing 46 (2012) 7/8, pp. 938-951
Purpose – Academic literature generally regards the brand name element as central to consumer brand equity … interviews was carried out with consumers, exploring functions performed by brand name for established products and services. In … order to isolate the brand name element this focused on global marketing induced brand name changes. Findings – Many of the …