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Volume : I, Issue : I, February - 2011 CONSUMER SEGMENTATION USING A BRAND CUSTOMER CENTRICITY CALCULATOR Kamble Babruvahan Namdeo Published By : Laxmi Book Publication Abstract : As traditional mass media is overtaken by word-of-mouth and peer review dialogue is fast becoming the primary driver of consumer attitude and brand choice, consumers are more able to challenge a company’s brand promise as well as seek out alternatives (Urban, 2004).Thus, building customer centricity in a brand is one alternative available to organizations in the wake of the rising vulnerabilities of brands and branding in the face of rising consumer empowerment. Keywords : Article : Cite This Article : Kamble Babruvahan Namdeo, (2011). CONSUMER SEGMENTATION USING A BRAND CUSTOMER CENTRICITY CALCULATOR. Indian Streams Research Journal, Vol. I, Issue. I, http://oldisrj.lbp.world/UploadedData/6277.pdf References : - 1. Aggarwal, P. (2004), The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior, Journal of Consumer Research, 87-101.
- 2. Arnold, D. (1993), The handbook of brand management, Pitman Publishing, London.
- 3. Aaker, D.A., R. Jacobson. (1994), Study shows brand-building pays off for stockholders, Advertising Age 65(30): 18.
- 4. Aaker, D. J. & Joachimsthaler, E.A. (2000), The brand relationship spectrum: the key to the brand architecture challenge, California Management Review, 42, 8-23.
- 5. Aaker, D. A. & Biel A.L (1993), Brand equity and advertising. Lawrence Erlbaum Associates Publishers, New Jersey.
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