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Geraldine Rosa Henderson
Article
Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks
European Journal of Operational Research (1998)
  • Geraldine R. Henderson, Duke University
  • Dawn Iacobucci, Northwestern University
  • Bobby J. Calder, Northwestern University
Link
Disciplines
Publication Date
December 1, 1998
DOI
10.1016/S0377-2217(98)00151-9
Citation Information
Geraldine R. Henderson, Dawn Iacobucci and Bobby J. Calder. "Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks" European Journal of Operational Research Vol. 111 Iss. 2 (1998) p. 306 - 327
Available at: http://works.bepress.com/geraldine-henderson/29/