I have to make a survey to test the brand image of a telecom operator so I am wondering which articles can be useful to know which items to select ?
Open to every suggestion
Dear Joe,
there are now hundreds of concepts related to brand image.
I would first try (according to your research objectives) choose a more specific concept. It could be brand equity, or brand attachment for ex.
For brand equity, here is a scale: http://www.emeraldinsight.com/doi/full/10.1108/07363769510095270
Good luck for your work. Best regards.
SG
Thank you for your answer, I am going to read this article carefully, my research objectives are how to improve brand image by comparing two situations (A and B) and then proving that for example A is better than B concerning brand image.
The following papers should be helpful to your topic:
Thank you for your answer, these papers are also quite interesting
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