Can Behavioral Economics Capture Brand Equity?

by Colin Ho

There is a prevailing belief that behavioral economics is primarily about the unconscious, and consequently asking direct questions is useless. This paper discusses how to apply behavioral economics to brand equity and how surveys can be modified to more effectively capture brand equity.

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Can Behavioral Economics Capture Brand Equity?

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Colin Ho
Senior Vice President, US
Ipsos Marketing
+1 513 984 0189