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	An empirical evaluation of a customer-based brand equity model and its managerial implications
	Yu Chunling ; Zhao Ping ; Wang Haizhong
	2010-10-12 ; 2010-10-12
关键词	Practical/ customer relationship management marketing/ empirical evaluation customer-based brand equity model marketing community toothpaste roll film cell phone gym shoes brand management/ E0120P Marketing and sales E0120R Customer services
中文摘要	In recent years, customer-based brand equity (CBBE) has been extensively studied in the marketing community. Central to the study of CBBE are its structure and the measurement. This paper focuses on the dimensions of CBBE, the interrelationships among them, and the analytical methodology of the measurement model. The authors empirically analyze 15 brands with data from 3928 consumers of four industries including toothpaste, roll film, cell phone, and gym shoes. A CBBE measurement model is constructed and the application of the model is discussed. Suggestions are also provided for brand management and directions for future research.
语种	英语
出版者	Springer ; China
内容类型	期刊论文
源URL	[http://hdl.handle.net/123456789/80736]
专题	清华大学
推荐引用方式 GB/T 7714	Yu Chunling,Zhao Ping,Wang Haizhong. An empirical evaluation of a customer-based brand equity model and its managerial implications[J],2010, 2010.
APA	Yu Chunling,Zhao Ping,&Wang Haizhong.(2010).An empirical evaluation of a customer-based brand equity model and its managerial implications..
MLA	Yu Chunling,et al."An empirical evaluation of a customer-based brand equity model and its managerial implications".(2010).

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