Work

How brand awareness relates to market outcome, brand equity, and the marketing mix

Year: 2011

Type: article

Study design: Observational Study

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2011.02.003

Authors: Rong Huang, Emine Sarigöllü

Institutions: Shanghai University of Finance and Economics, Saint Anselm College, McGill University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1998126582

FWCI: 31.52

Cites: 32

Cited by: 367

Related to: 10