French, Alan; Smith, Gareth - In: European Journal of Marketing 47 (2013) 8, pp. 1356-1367
Purpose – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of consumer based brand equity (CBBE). The authors ' aim is to address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE....
