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The focus of this dissertation lies on the brand personality (BP) and the brand relationship concept. They represent two particularly important measures of brand equity. And more importantly, both concepts still lack a comprehensive understanding. Hence, this dissertation provides deeper insight...
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Ausgangssituation der Markenbildung im deregulierten Strommarkt Verhaltensanalyse zur Gewinnung von Anhaltspunkten für die Markenbildung Empirische Analyse des Konsumentenverhaltens im Strommarkt Implikationen für die Markenbildung
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