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Unformatted text preview: setting) to quantitative. The indirect approach assumes that there is a correlation between brand recall, brand image and brand equity. It is not an unreasonable assumption. In fact, it is consistent with the generally accepted theoretical model that connects recall and image with equity. All the same, indirect measures deal with sources of brand equity and not with its outcomes. A direct approach assesses the actual impact of brand knowledge on consumer response to different aspects of the marketing. In reality, there is no way of 'directly' measuring brand equity. However, it is possible to be more direct (compared to the 'indirect' approach) measuring the effect of brand equity. In this approach, we design controlled marketing experiments to study what conditions actually influence consumer attitudes....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.
- Spring '11