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Annu. Rev. Psychol. 2006. 57:453–85 doi: 10.1146/annurev.psych.57.102904.190136 Copyright c 2006 by Annual Reviews. All rights reserved CONSUMER PSYCHOLOGY: Categorization,…

Documents Effects of Marketing Mix on Brand Equity

3 The Effects of Marketing Mix Elements on Brand Equity* Edo Rajh** Abstract The structural model of the effects of marketing mix elements on brand equity is defined in line…

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Documents A New Measure of A new measure of Brand Personality Brand personality framework of Geuens, Weijters....

FACULTEIT ECONOMIE EN BEDRIJFSKUNDE TWEEKERKENSTRAAT 2 B-9000 GENT Tel. Fax. : 32 - (0)9 – 264.34.61 : 32 - (0)9 – 264.35.92 WORKING PAPER A New Measure of Brand Personality…