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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…
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…