Measuring the effectiveness of the communication strategy by using Brand Score Technique : a practitioner study
Rajesh Srivastava
| Year of publication: |
2016
|
|---|---|
| Authors: | Srivastava, Rajesh |
| Published in: |
Measuring business excellence : the journal of organizational performance management. - Bingley : Emerald Group Publ., ISSN 1368-3047, ZDB-ID 2038133-5. - Vol. 20.2016, 3, p. 26-41
|
| Subject: | Brand equity | Brand extensions | Brand scores | Brand communication strategy | Brand measurement | Markenführung | Brand management | Markenimage | Brand image | Marketingmanagement | Marketing management | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MBE-07-2014-0025 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011688980