TITLE

Cognitive and Relational Perspectives on Brand Equity

AUTHOR(S)
Gürhan-Canli, Zeynep; Ahluwalia, Rohini
PUB. DATE
January 1999
SOURCE
Advances in Consumer Research;1999, Vol. 26 Issue 1, p343
SOURCE TYPE
Academic Journal
DOC. TYPE
Proceeding
ABSTRACT
The article describes a special session of the Association for Consumer Research that was held in Montreal, Quebec at an October 1 to 4, 1998 conference which concerned relational and cognitive responses to brand equity, focusing on research papers presented at the session. Topics include the establishment of meaning through the building of consumer relationships with brands, brand extensions, and the impact of cross-promotions on brand equity.
ACCESSION #
6686319

 

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