The Relation Between Unaided Brand Awareness And Brand Commercial Performance: A Study Among Urban Romanian Consumers
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- Gilles Laurent & Jean-Noel Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Post-Print hal-00458457, HAL.
- Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
- Barry L. Bayus, 1992. "Brand Loyalty and Marketing Strategy: An Application to Home Appliances," Marketing Science, INFORMS, vol. 11(1), pages 21-38.
- Gilles Laurent & Jean-Noël Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Marketing Science, INFORMS, vol. 14(3_supplem), pages 170-179.
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; ; ; ;JEL classification:
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
- M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
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