Keywords: Complex product category
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Journal Articles

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

Argho Bandyopadhyay, John Hall, Ho Yin Wong, Larry Lockshin, Yunen Zhang, Park Thaichon
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2024) 36 (2): 457–479.
https://doi.org/10.1108/APJML-03-2023-0196
Published: 07 September 2023
...-based brand equity Brand equity Cross-over effect Consumer-brand relationship Complex product category Managing and developing a brand is an important marketing strategy (Keller, 1993). Brands can streamline choice, ensure optimal quality, mitigate threats and fosters consumer confidence...
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