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What is Brand Equity in Spanish Newspapers about?

This study applies conjoint analysis to assess brand equity in the Spanish daily newspaper market, focusing on four attributes: brand name, price, Sunday supplement, and daily pullout. Results indicate that brand name is the most significant factor influencing consumer preferences, while price has a negligible effect. The findings confirm the utility of conjoint analysis for evaluating brand value and understanding consumer preferences in this market.

Author

ALVARO SAAVEDRA

Language

EN