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In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
Reynolds, Thomas J.
;
Phillips, Carol B.
- In:
Journal of advertising research
45
(
2005
)
2
,
pp. 171-186
Persistent link: https://www.econbiz.de/10006499593
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Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data
Gengler, Charles E.
;
Reynolds, Thomas J.
- In:
Journal of advertising research
35
(
1995
)
4
,
pp. 19-34
Persistent link: https://www.econbiz.de/10006532645
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Methodological and Strategy Development Implications of Decision Segmentation - Means-end decision segmentation offers the marketer a more focused approach to strategy development by its ability to specify the Why's underlying consumer choice.
Reynolds, Thomas J.
- In:
Journal of advertising research
46
(
2006
)
4
,
pp. 445-461
Persistent link: https://www.econbiz.de/10007600586
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The Strata model predicting advertising effectiveness : a neural-network approach enhances predictability of consumer decision making
Reynolds, Thomas J.
;
Phillips, Joan M.
- In:
Journal of advertising research
59
(
2019
)
3
,
pp. 268-280
Persistent link: https://www.econbiz.de/10012118859
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