Contrasting multiple models of brand equity’s role in consumer decision making
Doctor of Philosophy === Department of Psychological Sciences === Gary Brase === Brand Equity is a common phrase in consumer research, but there is still a lot of ambiguity surrounding the measurement of this concept (Keller, 2008). Several methods of measurement have been proposed over the years, b...
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| Language: | en_US |
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Kansas State University
2014
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| Online Access: | http://hdl.handle.net/2097/18711 |