A conjoint approach for consumer- and firm-level brand valuation
Year of publication: |
2009
|
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Authors: | Ferjani, Madiha ; Jedidi, Kamel ; Jagpal, Sharan |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 46.2009, 6, p. 846-862
|
Subject: | Markenführung | Brand management | Conjoint-Analyse | Conjoint analysis | Nash-Gleichgewicht | Nash equilibrium | Markenimage | Brand image | Marktforschung | Market research |
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