Building Strong Brands in Retailing
Brand strength is the relative power of attraction of a given brand versus other brands and the levels of other product attributes. “Brand” is an encompassing concept that includes retail firms as well as physical products and services. We propose and empirically test a behavior-based model of brand...
| Main Authors: | , |
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| Format: | Journal Article |
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Elsevier
2007
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| Online Access: | http://hdl.handle.net/20.500.11937/26728 |