How Discrete-Choice Models Can Measure Brand Equity
Michael Lieberman Multivariate Solutions
Brand equity is one of the more popular concepts in marketing today. It is also one of the most overused and misused terms in marketing research and the subject of much 'fuzzy' thinking. In fact, there are several definitions of brand equity, all of which stem from the concept of 'brand'.
A brand is the sum total of all that is ...