Christodoulides, George; Cadogan, John W.; Veloutsou, … - In: International Marketing Review 32 (2015) 3/4, pp. 307-328
Purpose – The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi-sector European context and highlights important...