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S. Shyam Prasad,Shampa Nandi
Pág. 148 - 159
In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies ...
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Nguy?n Th? Thanh Th?o,Duong Th? Dung H?nh DOI: 10.26459/jed.v113i14.3662
Pág. 169 - 178
Brand plays a pivotal role to firms in today?s business. The incremental attention on brand has leaded to the birth of the concept ?brand equity? in 1980s. More recently, brand equity has been defined in customer-based contexts since the company?s real v...
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Muhammad Ali Yab, Muhammad Ilyas, Chaudhry Abdul Rehman
Pág. 1637 - 1647
This study aimed to investigate the impact of brand equity on consumer responses in soft drink industry. Endeavor is to improve the conceptualization of brand equity concept in Pakistan. The study seeks guidance from Kellers Customer Based Brand Equity (...
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