Measuring Brand Equity: proposal for conceptual and methodological improvements

Philippe Jourdan ()
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Philippe Jourdan: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel

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Date: 2001
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Published in Advances in Consumer Research, S. Broniarczyk et Kent Nakamoto, 2001, Austin, Texas, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03264505

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