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Understanding What's in a Brand Rating: A Model for Assessing Brand and Attribute Effects and Their Relationship to Brand Equity

1st Person: Dillon, William R.
Additional Persons: Madden, Thomas J.; Kirmani, Amna; Mukherjee, Soumen
Source: in Journal of marketing research : JMR Vol. 38, No. 4 (2001), p. 415-429
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Type of Publication: Article
Published: 2001
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