What Do Consumers Think About Your Brand? Just Ask!

Lucas Nann, David Finken, Adnan Zogaj, Stefan Reiser and Reto Hofstetter

Marketing Review St.Gallen, 2023, vol. 40, issue 1, 34-41

Abstract: Tracking consumer perceptions over time is a crucial component of brand success. Yet, many companies struggle to do so because continuous consumer surveying is costly and challenging. Building on established research about consumer-based brand equity, this article presents a practical approach to monitoring consumer perceptions continuously.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:280446

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