Building a Strong Customer-brand Relationship From CBBE

DOI

10.2991/ictim-17.2017.38How to use a DOI?

Keywords

Brand, brand equity, CBBE, brand community

Abstract

As business competition gets more and fiercer, corporate competition accordingly escalates from parts to the whole. On top of it comes the brand competition, and plays a crucial role in the process. This article cited Olin's description and gives a detailed discussion on the elements of Keller's (1993) Customer-Based Brand Equity (CBBE) pyramid model. In addition, we give a thorough analysis based on a number of applications of the above model. Finally, a detailed analysis is included in the end of essential elements of the model; and the brand community is referred to build and measure the customer-brand relationship.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Liang Qiao
AU  - Hui Wang
PY  - 2017/09
DA  - 2017/09
TI  - Building a Strong Customer-brand Relationship From CBBE
BT  - Proceedings of the International Conference on Transformations and Innovations in Management (ICTIM 2017)
PB  - Atlantis Press
SP  - 501
EP  - 507
SN  - 2352-5428
UR  - https://doi.org/10.2991/ictim-17.2017.38
DO  - 10.2991/ictim-17.2017.38
ID  - Qiao2017/09
ER  -