An analytical study of spillover effect of different branding elements on customer based brand equit

By:

CHOUDHURY, SMRITISHIKHA

Contributor(s):

KAKATI, RINALINI

Material type:

Mixed materialsPublication details: 2014Description: 30-46Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: IUP: JOURNAL OF BRAND MANAGEMENTMSummary: The purpose of this study is to identify spillover relationship of different branding elements on Customer Based Brand Equity (CBBE). The study proposes an analytical approach for measuring CBBE. The approach takes into account five different branding elements-brand uniqueness, brand imagery, brand performance, brand loyalty and brand resonance- and evaluates the spillover effect of the branding elements.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		11/1	Available		P15386

The purpose of this study is to identify spillover relationship of different branding elements on Customer Based Brand Equity (CBBE). The study proposes an analytical approach for measuring CBBE. The approach takes into account five different branding elements-brand uniqueness, brand imagery, brand performance, brand loyalty and brand resonance- and evaluates the spillover effect of the branding elements.

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