Measuring Sources of Brand Equity
Subject: Marketing | Topics:

Brand based comparative approaches guide about the changes in an element of a brand or marketing activity and its impact on the target brand versus competitor’s existing or fictitious brand. Two separate set of consumers / respondents are used for this purpose. Marketing based comparative approaches guides about changes in different elements of a brand or marketing activity for the target brand or comparative brands. The testing is done on same set of respondents.

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