Linking marketing decisions with consumer decision making. Closing the gap between feelings and behaviour

Modelling the drivers of brand equity can improve insights into brand consideration, brand use and brand commitment measures.

Linking Marketing Decisions with Consumer Decision Making

Closing the Gap Between Feelings and Behaviour

Alastair GordonR&D and Brand Health Management, ACNielsen, New Zealand

INTRODUCTION

It is clear from ACNielsen brand equity research (see Figure 1...