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Keywords: Brand meaning
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Journal Articles
Qualitative Market Research: An International Journal (2014) 17 (2): 128–150.
Published: 08 April 2014
...Prof. T.C. Melewar and Prof. Bill Merrilees; Elizabeth Jane Wilson; Anders Bengtsson; Catharine Curran Purpose – The purpose of this paper is twofold. First, propositions in an existing conceptual framework are empirically explored to note whether and how brand meaning gaps exist for internal...
