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Managing Brand Equity: Capitalizing on the Value of a Brand Name

19922,471 citationsJournal Article

Authors

Daniel C. Smith

Topics & Keywords

Consumer Behavior in Brand Consumption and Identification Publishing and Scholarly Communication

Publication Details

Published in: Journal of Marketing

Volume 56, Issue 2, pp. 125-125

DOI: 10.2307/1252048

Field-Weighted Citation Impact: 22.19

Managing Brand Equity: Capitalizing on the Value of a Brand Name | Researchclopedia