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Keywords: Customer equity
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Journal Articles
Academia Revista Latinoamericana de Administracion (2022) 35 (3): 398–412.
Published: 17 June 2022
.... Design/methodology/approach The paper draws on a range of extant literature on customer equity, brand equity and product performance to identify how financial performance is assessed in each of these perspectives and support the conceptual proposition to unify these different levels of decisions-making...
