How do brand functions influence brand relevance in category (BRiC) using structural equation modelling

• 主要作者: Guia, Junnell E.
• 格式: text
• 出版: Animo Repository 2018
• 主題: Brand name products; Branding (Marketing); Marketing
• 在線閱讀: https://animorepository.dlsu.edu.ph/faculty_research/9537

Brand relevance in category (BRiC) has been defined as a construct that measures the overall roles of brand in consumer decision making in various product category. It was first introduced in the study of Fischer, Volckner and Sattler (2010), wherein the importance of brands and the extent of BRiC a...