New Variables For the Brand Prominence Construct

Heather Schulz, University of Nebraska at Kearney
Steven Schulz, University of Nebraska at Kearney
Brand prominence is a new construct in the literature associated with status signaling. The current study was designed to extend the literature on brand prominence by supplying three new variables of brand prominence: 1) brand presence, 2) brand frequency, and 3) brand abbreviation.
[ to cite ]:
Heather Schulz and Steven Schulz (2012) ,"New Variables For the Brand Prominence Construct", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 608-609.