The marketing advantages of strong brands

摘要: Building strong brands has become a marketing priority for many organisations. The presumption is that building brand yields number of advantages. In this paper, comprehensive summary empirical findings provided from some the major journals reveal how strength, operationalised in various ways, can create differential responses by consumers to activities — well-accepted view equity. Additionally, underlying theoretical mechanisms on which these are based identified and organised. Lastly, current gaps literature identified, an agenda put forth future research advantages brands.