E-tail brand equity : scale development and validation
Brand equity is an extensively researched subject associated with marketing performance measurement. Although brand equity is a significant source of competitive advantage online, previous conceptualisations and measures thereof overlook the unique characteristics of computer mediated environments t...
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University of Birmingham
2005
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.633078 |