TITLE

Beyond Brand Equity: Managing Mature Brands

AUTHOR(S)
Huffman, Cynthia
PUB. DATE
January 1997
SOURCE
Advances in Consumer Research;1997, Vol. 24 Issue 1, p251
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
The article reports on several papers presented at the 24th Annual Conference of the Association for Consumer Research in Tucson, Arizona on October 10-13, 1996 with a focus on consumer behavior research and mature brand management. Topics discussed include the role of brand quality and brand names in value inferred by irrelevant attributes, the impact of brand familiarity on brand identification and advertising repetition, and the effectiveness of advertising strategies with composite branding.
ACCESSION #
83112714

 

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