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• W2099693070 abstract "The present research is about measuring the consumer-based brand equity from the cognitive psychology paradigm in the individual consumer perspective. It is important to appreciate the brand value for the consumer to highlight brand strengths and weaknesses and to give brand managers outlets to make adequate marketing programs. The scale developed is multidimensional supporting Aaker's and Keller's conceptualizations of brand equity. It is based on strong and positive brand functional and symbolic associations as the first source of value so that to separate between the product and brand effects in consumer's mind. Stimuli were brands of athletic shoes and chosen due to the importance of Tunisian consumer experience and involvement. Goodness-of-fit measures were presented and discussed." @default.
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• W2099693070 date "2011-11-01" @default.
• W2099693070 modified "2023-09-27" @default.
• W2099693070 title "Consumer-Based Brand Equity Scale: Improving the Measurement in Tunisian Context" @default.
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