A conceptual analysis of brand evaluation
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References listed on IDEAS
- Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
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KeywordsBrand equity; brand evaluation; financial methods; behavioral methods; composite methods; brand monetary value;
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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