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Keywords: Brand value
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (5): 415–426.
Published: 26 July 2013
... in identified segments and allow them to take corrective action. Originality/value This paper develops an easily implementable index to measure brand value–an intangible yet critical asset for any firm. © Emerald Group Publishing Limited 2013 Brand Recall Index BRI Brand value Brand equity...
