The benefits of quantifying qualitative brand data : a mixed-method approach for converting free brand associations to a brand equity index
Kaleel Rahman, Charles S. Areni
| Year of publication: |
2016
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|---|---|
| Authors: | Rahman, Kaleel ; Areni, Charles Scott |
| Published in: |
International journal of market research : JMRS ; the journal of the Market Research Society. - [London?] : Sage, ISSN 1470-7853, ZDB-ID 2006314-3. - Vol. 58.2016, 3, p. 421-450
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| Subject: | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Qualitative Methode | Qualitative method |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/IJMR-2015-053 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011586175