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Can After Sale Service Generate Brand Equity

Purpose – This research attempts to empirically expand the Aaker's consumer based brand equity model in hybrid business firms by incorporating after sales service as a new dimension. Exploring and understanding the drivers of consumer based brand equity in a hybrid business context will help in...

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Bibliographic Details
Main Authors:	Ahmad, S., Butt, Mohsin
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2012
Online Access:	http://hdl.handle.net/20.500.11937/25770

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