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In The News: Branding power

✍ Scribed by Qiu, Jane


Book ID
109961924
Publisher
Nature Publishing Group
Year
2004
Tongue
English
Weight
143 KB
Volume
5
Category
Article
ISSN
1471-0048

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## Abstract The importance of brand equity has been recognized in the marketing literature for years. Although researchers generally agree there is a social component to brand equity, empirical work in this area stops short of exploring the brand's ability to exert a social influence on consumers a