Browsing by Author "Namputhiripad, Jayanthan"
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Quantitative model of brand equity with application in decision
Namputhiripad, Jayanthan; Chandrasekhar, Ketharaju (Indian Institute of Management Ahmedabad, 1994) -
Quantitative model of brand equity with application in decision making
Namputhiripad, Jayanthan; Chandrasekhar, Ketharaju (Indian Institute of Management Ahmedabad, 1994)This independent project develops a compositional model of consumer based brand equity. The existing literature on the measurement of brand equity and various related dimensions of a brand like brand awareness, brand ...