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Keywords: Brand associations
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Journal Articles
Journal:
RAUSP Management Journal
RAUSP Management Journal (2021) 56 (2): 202–216.
Published: 10 May 2021
..., Zenker (2011) recommended three methodological directions after his extended literature review: analysis of brand associations of target-stakeholders using qualitative methods; analysis of brand attributes using quantitative methods; and mixed methods approach. Jacobsen’s quantitative work (2012...
