Battling for consumer memory : assessing brand exclusiveness and brand dominance from citation-list
Year of publication: |
2022
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Authors: | Chandon, Jean-Louis ; Laurent, Gilles ; Lambert-Pandraud, Raphaëlle |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 145.2022, p. 468-481
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Subject: | Brand awareness | Brand dominance | Brand exclusiveness | Dominance map | Luxury watches | Markenartikel | Brand | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Luxusgüter | Luxury goods | Markenimage | Brand image |
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