... performance. While there have been different studies that have advocated one form of brand awareness (e.g. the identification of top-of-mind awareness as a key metric in Axelrod, 1968), surprisingly few studies have compared the results from different brand awareness measures with each other. Laurent...

... and the national cultural context. Our specific focus is on the awareness dimension of brand equity in four different cultural contexts. Top‐of‐mind awareness is considered a key indicator of how consumers develop their own preferences for or against a global brand. © Emerald Group Publishing Limited 2012...