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Keywords: BRI
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Journal Articles
The Brand Recall Index: a metric for assessing value
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (5): 415–426.
Published: 26 July 2013
...Vijaykumar Krishnan; Ursula Y. Sullivan; Mark D. Groza; Timothy W. Aurand 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...
