DocumentCode
3518411
Title
The Development of Brand Relationships Index Model
Author
Zhi-Min, Zhou
Author_Institution
Sch. of Manage., Shenzhen Univ.
fYear
2006
fDate
5-7 Oct. 2006
Firstpage
996
Lastpage
1001
Abstract
There is some problem about indicator system in most current researches of brand relationships evaluation. It is necessary to create a new method. Four brand relationship partners and three brand relationship natures are put forward to make up of a hypothesis of twelve-dimension brand relationships. Through a series of empirical studies, a five-dimension indicator system is obtained. Indicator weights are calculated by the path coefficients. Based on indicators and their weights, brand relationship index model is advanced
Keywords
consumer behaviour; customer relationship management; brand relationship natures; brand relationship partners; brand relationships index model; indicator system; path coefficients; Africa; Cognition; Current measurement; Market research; Psychology; Research and development management; Stability; Stress; Testing; Brand relationships; Index model; Relationship evaluation;
fLanguage
English
Publisher
ieee
Conference_Titel
Management Science and Engineering, 2006. ICMSE '06. 2006 International Conference on
Conference_Location
Lille
Print_ISBN
7-5603-2355-3
Type
conf
DOI
10.1109/ICMSE.2006.313978
Filename
4105040
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