Does brand equity exist at the sub-brand level in services? Using frequency of associations to examine brand equity

Authors

Kaleel Rahman, RMIT University
Charles S. Areni, University of SydneyFollow
Peter McDonald, University of Sydney

RIS ID

108722

Publication Details

Rahman, K., Areni, C. S. & McDonald, P. (2008). Does brand equity exist at the sub-brand level in services? Using frequency of associations to examine brand equity. Academy of Marketing Annual Conference 2008 Academy of Marketing.