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Consumer-based brand equity of products and services: assessing a measurement model with competing brands
Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumer...
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| Publicado no: | Revista Brasileira de Marketing |
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| Autor principal: | |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Universidade Nove de Julho
2018
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=471759750001 https://www.redalyc.org/journal/4717/471759750001/ https://www.redalyc.org/journal/4717/471759750001/html/ https://www.redalyc.org/journal/4717/471759750001/471759750001.epub https://www.redalyc.org/journal/4717/471759750001/movil https://doi.org/10.5585/remark.v17i2.3547 |
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