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Direct linkLax, John R. – ProQuest LLC, 2018
Branding and brand equity, both as theoretical constructs and as a critical part of applied marketing, have received considerable attention in the academic and practitioner literature. Brand equity, generally considered to be the differential in positive brand image and loyalty enjoyed by one brand as compared to that of a lesser known brand, is…
Descriptors: Economic Development, Higher Education, Marketing, Qualitative Research
