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BRAND MANAGEMENT THROUGH THE LENS OF KNOWLEDGE: A STUDY OF BRAND CHOICE OF LAPTOPS BY MANAGEMENT STUDENTS
Brands have value and varying values underlie the brand's importance in the marketplace. Brand stands on its values, salience, identity, leverage and above all, personality or equity. Consumers usually would like to buy a brand having goodwill in the market, which should be seen as trust worthy...
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| Format: | Journal Article |
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Abhigyan
2010
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