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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1997) 14 (3): 206–219.
Published: 01 June 1997
... Brand image Brand names Consumer goods Tests © MCB UP Limited 1997 Brands can be strengthened over time with advertising, and any image can be created for any brand name. After all Marlboro doesn’t mean much; nor does Budweiser. Marlboro, however, now conveys a rugged country outdoors...
