How Well Does Consumer-Based Brand Equity Align with...

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Journal of Marketing 2016 / 12

How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?

Datta, Hannes, Ailawadi, Kusum L., van Heerde, Harald J.
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Language:
english
Journal:
Journal of Marketing
DOI:
10.1509/jm.15.0340
Date:
December, 2016
File:
PDF, 608 KB
english, 2016
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