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Understanding brand performance measures: using Dirichlet benchmarks

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  • Ehrenberg, Andrew S. C.
  • Uncles, Mark D.
  • Goodhardt, Gerald J.

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  • Ehrenberg, Andrew S. C. & Uncles, Mark D. & Goodhardt, Gerald J., 2004. "Understanding brand performance measures: using Dirichlet benchmarks," Journal of Business Research, Elsevier, vol. 57(12), pages 1307-1325, December.
    • Handle: RePEc:eee:jbrese:v:57:y:2004:i:12:p:1307-1325
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