Measuring consumer perceptions of brand quality with scanner data
Subtitle: implications for brand equity
By: Wagner A. Kamakura, Gary J. Russell
Contributors: Russell, Gary J. 1954-; Marketing Science Institute
Series: Report -- no. 91-122; Report (Marketing Science Institute) -- no. 91-122
Publisher: Marketing Science Institute
Published: 1991
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 30
Subjects: Consumers' preferences; Brand choice -- Research; Brand name products
Notes: "October 1991."

"Technical working paper."

Includes bibliographical references (p. 28-29)