A consumer-based brand performance model for assessing brand success

Sebastian Molinillo, Yuksel Ekinci, and Arnold Japutra

The aim of this study is to introduce a Consumer-Based Brand Performance Model (CBBPM) to measure brand success.

Introduction

Business performance is the actual work or output produced by a specific unit or entity in an organization. The term "measurable performance" refers to the ability and processes used to quantify and control specific activities and events

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