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| Author: | |
| Title: | Brand equity, consumer learning and choice |
| Journal: | Marketing Letters
1999 : AUG, VOL. 10:3, p. 301-318 |
| Index terms: | Consumers Consumer choice Learning Brands Internet |
| Freeterms: | Brand equity |
| Language: | eng |
| Abstract: | This paper aims to explore the links btw. brand equity, consumer choice and consumer learning processes. Two recent trends in the market place are considered: store brands and the Internet. |
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