System Beaters, Brand Loyals, and Deal Shoppers: New Insights into the Role of Brand and Price

Argues that the equity of the category is an important component in the equity measurement for individual brands.

System Beaters, Brand Loyals, and Deal Shoppers: New Insights into the Role of Brand and Price

David MeerVice President, Analytical Services The NPD Group, Inc

Imagine for a moment a world without brand equity. What would it look like? First of all, the...

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