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The effects of selected marketing mix activities on brand equity

Branding has never been more important than in a competitive environment. Branding is the process of creating an association between symbol / object / emotion / perception and a product / company with the goal of driving loyalty and creating differentiation. The importance of the concept of brand eq...

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Bibliographic Details
Main Author:	Ng, Lee Chin
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2004
Online Access:	https://eprints.nottingham.ac.uk/24371/

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