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Keywords: Board equity
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (1999) 16 (4-5): 417–431.
Published: 01 August 1999
... the value of identifying the genetic blueprint for a brand based on the core values with which it is associated. The issues associated with brand essence research, pre‐testing campaigns and research methods to assess a campaign once executed are discussed. © MCB UP Limited 1999 Board equity...
