Values, Brands, and Image
Psychology Press eBooksPublished 15 August 2006
Woo-Sung Kim, David M. Boush, Adam J. Marquardt, Lynn R. Kahle
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Abstract
Recently brands have received increased interest and attention from managers, consumers, and researchers. A brand has been considered as one of the most powerful assets that a company has (D. Aaker, 1996). The power of a brand comes from many sources, such as overall quality, brand loyalty, brand awareness, brand image, and personal values associated with a brand (Keller, 1998).
Keywords
Business, Management and Accounting