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Keywords: Customer-based brand equity
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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2023) 39 (12): 20–21.
Published: 06 November 2023
... and places the articles in context. Findings Firms looking to improve relationships with their customers can look to improve customer value ratings, and therefore customer-based brand equity, through customer engagement. Originality/value The briefing saves busy executives, strategists...
