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Measuring brand strategy: can brand equity and brand score be a tool to measure the effectiveness of strategy?
Genest, Christian
;
Gendron, Michel
;
Bourdeau-Brien, Michal
- In:
Journal of strategic marketing
17
(
2009
)
6
,
pp. 487-498
Persistent link: https://www.econbiz.de/10008338410
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