"Practice Prize Paper - BRAN*EQT: A Multicategory Brand Equity Model ..."

Venkatesh Shankar, Pablo Azar, Matthew Fuller (2008)

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DOI: 10.1287/MKSC.1070.0320

access: closed

type: Journal Article

metadata version: 2020-05-14

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Venkatesh Shankar, Pablo Azar, Matthew Fuller:
Practice Prize Paper - BRAN*EQT: A Multicategory Brand Equity Model and Its Application at Allstate. Mark. Sci. 27(4): 567-584 (2008)

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