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An Examination of Selected Marketing Mix Elements and Brand Equity

20003,304 citationsJournal Article

Authors

Bong-Goo Yoo · St. Cloud State University

Naveen Donthu · Georgia State University

Sungho Lee · University of Seoul

Topics & Keywords

Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Consumer Market Behavior and Pricing

Publication Details

Published in: Journal of the Academy of Marketing Science

Volume 28, Issue 2, pp. 195-211

DOI: 10.1177/0092070300282002

Field-Weighted Citation Impact: 39.85

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