Customer-based brand equity (CBBE) 消费者品牌资产模型 Kevin lane Keller 品牌资产模型由四个不同层面组成(图左侧) Who are you? 你是谁? (对应 Brand identity ) What are you? 你干哈?(Brand meaning) What do I think/or feel about u? 我瞅你是个啥/我觉着你咋样(Brand response) What kind...
1993(keller)Conceptualizing, measuring, and managing customer-based brand equity品牌知识 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.Conceptualizing, measuring, and managing customer-based brand equity Keller, Kevin Lane Journal of Marketing; Jan 1993...
CHAPTER2:CUSTOMER-BASEDBRANDEQUITY KevinLaneKellerTuckSchoolofBusiness DartmouthCollege 2.1 Customer-BasedBrandEquity “Thedifferentialeffectthatbrandknowledgehasonconsumerresponsetothemarketingofthatbrand.”Keller,1993 2.2 Customer-BasedBrandEquity Differentialeffect Differencesinconsumerresponse Brand...
conceptualizing brand measuring managing permission prohibited Reproducedwithpermissionofthecopyrightowner.Furtherreproductionprohibitedwithoutpermission.Conceptualizing,measuring,andmanagingcustomer-basedbrandequityKeller,KevinLaneJournalofMarketing;Jan1993;57,1;ABI/INFORMGlobalpg.1Reproducedwithpermissionofthecopyrightowner...
CHAPTER2:CUSTOMERBASED BRANDEQUITYKevin Lane KellerTuckSchoolof BusinessDartmouth College1CustomerBased BrandEquityThedi
customer_basedbrandequity(基于客户的品牌资产)凯课件课件.pptx,CHAPTER 2: CUSTOMER-BASED BRAND EQUITYKevin Lane KellerTuck School of BusinessDartmouth College第一页,编辑于星期五:三点 五十九分。Customer-Based Brand Equity“The differential effect that bra
1993(keller)Conceptualizing, measuring, and managing customer-based brand equity品牌知识 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.Conceptualizing, measuring, and managing customer-based brand equity Keller, Kevin Lane Journal of Marketing; Jan 1993...
Application of Keller ’s Brand Equity Model in :运用凯勒的品牌资产模型 热度: Customer-based brand equity in the 热度: 礼貌修养是指个人在交往中,在礼貌、礼仪、礼节方面自觉地按照社会公共生活的准则要求,不断地进行自我锻炼、自我养成 2.1 CHAPTER2:CHAPTER2: ...
Chapter 2: CUSTOMER-BASED BRAND EQUITY
【Customer Based Brand Equity Model】 Customer based brand equity reflects the value that consumers associate with a brand. It focuses on the perceptions and preferences consumers have for a brand, which ultimately drive theirpurchase decisions and brand loyalty. The customer based brand equity model...