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| Author: | Mård, A. Wiikari, A. (photos) |
| Title: | Hollow companies rely on a strong brand |
| Journal: | Profile
2004 : SEP, 3, p. 10-18 |
| Index terms: | marketing consumer behaviour customers loyalty brands products service electronic commerce |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | In an age of online shopping threatening to rob retail chains of customer loyalty, "brand promise" remains. If the brand is as it promises, it no longer matters who produces or delivers the service or the product. |
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