Krishnan, Vijaykumar; Sullivan, Ursula Y.; Groza, Mark D.; … - In: Journal of Consumer Marketing 30 (2013) 5, pp. 415-426
Purpose – In this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment. Design/methodology/approach – Two quasi‐experimental timed surveys were conducted to...
