The Value Relevance of Brand Attitude in High-Technology Markets
Author:
Affiliation:
1. Vice Chairman, Prophet Brand Strategy, and Professor Emeritus, Haas School of Business, University of California, Berkeley
2. Evert McCabe Professor of Marketing and Transportation, School of Business Administration, University of Washington
Abstract
Publisher
SAGE Publications
Subject
Marketing,Economics and Econometrics,Business and International Management
Link
http://journals.sagepub.com/doi/pdf/10.1509/jmkr.38.4.485.18905
Reference27 articles.
1. A dynamic model of relationships among advertising, consumer awareness, attitudes, and behavior.
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3. Value-relevance of nonfinancial information: The wireless communications industry
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