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How Important Are Brands? A Cross-Category, Cross-Country Study

This article focuses on the measurement of the overall importance of brands for consumer decision making—that is, brand relevance in category, or BRiC—across multiple categories and countries. Although brand equity measures for specific brands have attracted a large body of literature, the... Full description

1st Person: FISCHER, MARC
Additional Persons: VÖLCKNER, FRANZISKA verfasserin; SATTLER, HENRIK verfasserin
Source: in Journal of marketing research : JMR Vol. 47, No. 5 (2010), p. 823-839
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Type of Publication: Article
Language: English
Published: 2010
Keywords: research-article
Online: Volltext
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