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Business Branding from below

1. Marcello Coppa – Andrea LandiniBRANDING FROM BELOWHow to leverage the business network and other stakeholder relationships to build strong brands. 2. Marcello Coppa…

Marketing Stuck in a crisis An experimental study of the relationship between crisis response strategies and.....

Stuck in a crisis An experimental study of the relationship between crisis response strategies and post crisis brand equity in the fashion industry CBR 2013, Orlando 28.…

Documents Brand Equity

Slide 1 CREATING BRAND EQUITY What is a BRAND? The American Marketing Association defines a brand as âa name, term, sign, symbol or design, or a combination of them, intended…

Documents Consumer Based Brand Equity

1.Journal of Marketing Management, 2002, 18, 27-48Rodolfo Vázquez1,Consumer-based Brand Equity: A. Belén del Río2Development and Validation of a and Víctor Iglesias3…