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SOURCES OF BRAND EQUITY

thumbnail What causes brand equity to exist? How do marketers create it? Customer-based brand equity occurswhen the consumer has a high level of awareness and familiarity with the brand and holds some strong, favorable, and uniqu…

Brand Equity as a Bridge

thumbnail Brand Equity as a BridgeThus, according to the customer-based brand equity concept, consumer knowledge drives thedifferences that manifest themselves in terms of brand equity. This realization has important managerial i…

Defining Customer-Based Brand Equity

thumbnail Two questions often arise in brand marketing: What makes a brand strong? and How do you build a strong brand? To help answer both, we introduce the concept of customer-based brand equity (CBBE). Although a number of use…

Levels of measurement

thumbnailLEVEL OF MEASUREMENTStatisticians sometimes refer to four levels of measurement for data: nominal, ordinal, interval, and ratio. This typology was proposed over 60 years ago by psychologist S. S. Stevens. The allowable s…

Variables and data

thumbnail VARIABLES AND DATAIn scientifi c research, data arise from experiments whose results are recorded systematically. In business, data usually arise from accounting transactions or management processes (e.g., inventory, sa…

STATISTICS IN BUSINESS

thumbnail STATISTICS IN BUSINESSYou’ve seen why statistics is important. Now let’s look at some of the ways statistics is used in business. Auditing A large fi rm pays over 12,000 invoices to suppliers every month. The fi rm hasl…

Quality and productivity Improvement process

thumbnailFoundations of Continuous ImprovementContinuous improvement is based on the teachings and philosophy of W. Edwards Deming. Deming is credited with helping Japanese industry recover from WWII and pursue a strategy of expo…

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