Working Paper
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Jan 1, 1991
Introduces the concept of customer-based brand equity and discusses how it is built, measured, and managed.
Working Paper
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Jan 1, 1991
Introduces the concept of customer-based brand equity and discusses how it is built, measured, and managed.