|
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.