Chapter | Brand Equity and Advertising: Advertising's Role in Building Strong Brands | 1993

Decomposing a Brand's Customer Franchise into Buyer Types

by J. McQueen, J. Foley and J. A. Deighton

Keywords: Brands and Branding; Customers; Demand and Consumers;

Citation:

McQueen, J., J. Foley, and J. A. Deighton. "Decomposing a Brand's Customer Franchise into Buyer Types." In Brand Equity and Advertising: Advertising's Role in Building Strong Brands, edited by D. A. Aaker and A. L. Hillsdale. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993.