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July 1, 1994Journal of Marketing

Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity

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Authors

MZMary R. ZimmerJKJean‐Noël Kapferer

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Zimmer et al. (1994) studied this question.

synapsesocial.com/papers/6a70ea883ce530166bc2f66fhttps://doi.org/10.2307/1252315
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