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, 2007 How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to academics very recently. The three essays in this book
openaire
Building brand commitment: A behavioural approach to internal brand management
Journal of Brand Management, 2005Christoph Burmann
exaly
Key determinants of internal brand management success: An exploratory empirical analysis
Journal of Brand Management, 2008Christoph Burmann
exaly