Recognising and evaluating brand equity in South African business to gain financial and operational benefits
Thesis (Ph.D.)--University of the Witwatersrand, Faculty of Commerce, 2002. === This thesis presents a new approach to the measurement of consumer brand equity outcomes. The approach links financial performance with consumer behaviour to acknowledge the true source of a brand's strength. The...
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| Format: | Others |
| Language: | en |
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2015
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| Online Access: | http://hdl.handle.net/10539/17972 |