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Keywords: Relative brand attitude
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Journal Articles
An alternative measure of relative brand attitudes
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Journal of Product & Brand Management (2012) 21 (5): 317–327.
Published: 17 August 2012
...Chiharu Ishida; Steven A. Taylor Purpose This paper aims to report two studies with the purpose of demonstrating and establishing the efficacy of using an alternative method of operationalizing relative brand attitudes based on Cheung's latent congruence model (LCM). Design/methodology/approach...
