Masstige scale : an alternative to measure brand equity
Subburaj Alagarsamy, Sangeeta Mehrolia, Justin Paul
| Year of publication: |
2024
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|---|---|
| Authors: | Alagarsamy, Subburaj ; Mehrolia, Sangeeta ; Paul, Justin |
| Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 48.2024, 1, Art.-No. e12873, p. 1-14
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| Subject: | brand equity | mass prestige | masstige marketing | masstige scale | MTMM | Markenimage | Brand image | Messung | Measurement | Skalenertrag | Returns to scale | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/ijcs.12873 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014465441