Understanding What's in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity
| Year of publication: |
2001
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|---|---|
| Authors: | Dillon, William R. ; Madden, Thomas J. ; Kirmani, Amna ; Mukherjee, Soumen |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 38.2001, 4, p. 415-429
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