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Exploring brand equity : an insightful collection of noteworthy articles and papers on conceptual, definitional, attitudinal, behavioral, monetary worth, and multidimensional aspects of brand equity / Exploring brand equity : An insightful collection of noteworthy articles and papers on conceptual, definitional, attitudinal, behavioural, monetary worth, and multidimensional aspects of brand equity compiled by Arthur Christiani [and others]. - 329 pages : illustrations ; 28 cm. - ARF research reference series book . - ARF research reference series book. .

Includes bibliographical references.

Concept and definition -- Attitudinal elements of brand equity -- Behavioral aspects of brand equity -- Dollar value of brand equity -- Multidimensional brand equity focus.

Subjects--Topical Terms:
Brand name products--Valuation
Advertising--Brand name products--Research.
Branding (Marketing)--Research
Intangible property--Valuation

LC Class. No.: HD69.B7 / E96 1995

Dewey Class. No.: 658.827 658.8343