Harley Davidson’s CBBE Model Analysis
Abstract
power exists in consumers’ cognition, feeling, and experience of sub-brands; that is to say, brand power is the sum of all brand
experiences existing in consumers’ hearts over time (Keller, 2001). The six dimensions that make up the model (a strong brand)
are salience, performance, judgment, imagery, feeling, and resonance. Among them, “performance” and “judgment” are based on
the “rational” level, “image” and “feeling” are based on the “perceptual” level.
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DOI: https://doi.org/10.18282/l-e.v10i1.2164
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