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Keywords: Brand equity
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Journal:
RAUSP Management Journal
RAUSP Management Journal (2021) 56 (2): 202–216.
Published: 10 May 2021
...Fabiana Gondim Mariutti; Janaina de Moura Engracia Giraldi Purpose The purpose of this paper is two-fold: to expand the understanding of brand equity for places (e.g. countries, regions or cities) and propose two frameworks to increase its value. Design/methodology/approach By interviewing...
