New Variables For the Brand Prominence Construct

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.



Citation:

Heather Schulz and Steven Schulz (2012) ,"New Variables For the Brand Prominence Construct", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 608-609.

Authors

Heather Schulz, University of Nebraska at Kearney
Steven Schulz, University of Nebraska at Kearney



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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