How Brand Reputation Affects the Advertising-Brand Equity Link

A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes.

How Brand Reputation Affects the Advertising-Brand Equity Link

Arjun ChaudhuriFairfield University

Reputation, reputation, reputation! O, I have lost my reputation! I have lost the immortal part of myself, and what remains is bestial. My...