Masstige scale: An alternative to measure brand equity
Author:
Affiliation:
1. School of Business, Manipal Academy of Higher Education Dubai UAE
2. School of Business and Management Christ University Bangalore India
3. University of Reading Henley Business School UK
4. University of Puerto Rico San Juan Puerto Rico USA
Publisher
Wiley
Subject
Marketing,Public Health, Environmental and Occupational Health,Economics and Econometrics,Applied Psychology
Link
https://onlinelibrary.wiley.com/doi/pdf/10.1111/ijcs.12873
Reference81 articles.
1. Measuring Brand Equity Across Products and Markets
2. Application of 'masstige' theory and approaches for the marketing of smartphone brands in India
3. Multitrait–multimethod matrices in consumer research: Critique and new developments
4. Evaluating measurement error in readings of blood pressure for adolescents and young adults
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