Functional Measurement Analysis of Brand Equity: Does Brand Name affect Perceptions of Quality?
This research project used Functional Measurement to examine how the brand name of consumer products impacts intended purchasing decisions. Thirty undergraduate students tested actual products from three different product categories (crayons, tissues, and tortilla chips). Each product category consi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2010-01-01
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| Series: | Psicológica |
| Online Access: | http://www.redalyc.org/articulo.oa?id=16917002009 |