A Measure of Brand Acceptance-Reference-Cited by-同舟云学术

A Measure of Brand Acceptance

Published:1972-05 Issue:2 Volume:9 Page:160-167
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Aaker David A.¹

Affiliation:

1. Professor of Business Administration, University of California, Berkeley.

Abstract

A measure of brand acceptance involves a refinement of the usual stochastic model market prediction. Using this measure, the effect of consumer promotions and purchasing habits on brand acceptance is investigated and a brand health indicator is developed.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224377200900207

Reference13 articles.

1. AakerDavid A. “The Long-Term Value of Temporary Price Reductions,” unpublished doctoral dissertation, Stanford University, 1969.

2. AakerDavid A. “A Normative Model of Promotional Decision-Making,” paper presented at the American Meeting of the Institute of Management Sciences, October 1970.

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