Measuring brand equity for logistics services

Purpose - The purpose of this paper is to present a test of scales that measure brand equity and its two dimensions - brand image and brand awareness - in the context of logistics services. The scales are tested with both logistics service providers and customers.Design methodology approach - Measur...

Ausführliche Beschreibung

Gespeichert in:

Bibliographische Detailangaben
Veröffentlicht in:	The international journal of logistics management 2009-08, Vol.20 (2), p.201-212
Hauptverfasser:	Davis, Donna F., Golicic, Susan L., Marquardt, Adam
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand awareness Brand equity Brand image Brand loyalty Brand management Brands Business to business commerce Competition Competitive advantage Corporate image Customer services Distribution management Distribution planning Logistics Marketing Measurement Product lines Studies Supply chains
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!

Schreiben Sie den ersten Kommentar!