Consumer Perception of Brand Equity Measurement: a New Scale
Brand equity is perhaps the most important marketing concept in both academia and practice. The term came into use during the late 1980s; and the importance of conceptualizing, measuring, and managing brand equity has grown rapidly in the eyes of practitioners and academics alike. This has resulted...
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| Format: | Others |
| Language: | English |
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University of North Texas
2012
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| Online Access: | https://digital.library.unt.edu/ark:/67531/metadc115043/ |