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The underlying social identities of a nation's brand

โœ Scribed by Dinnie, Keith; Lee, Richard; Klobas, Jane; Tezinde, Tito; Murphy, Jamie


Book ID
119970924
Publisher
Emerald Group Publishing Limited
Year
2010
Tongue
English
Weight
106 KB
Volume
27
Category
Article
ISSN
0265-1335

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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