to remove filtersDimensionalising the equity of bricks and clicks brands
01 Jun 2003 | by Christodoulides and de Chernatony
This paper approaches the subject of brand equity measurement in a 'bricks-and-clicks' environment...Existing body of research knowledge on brand equity measurement has derived from classical contexts, however the majority of today s brands prosper simultaneously online and offline. Since branding ... that classical measures of brand equity were inadequate for this category of brands. Aaker s guidelines ...
