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Date: 2016
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1141233
Description: This paper aims at studying the interactions between brand and customer assets over the long-term. Through the application of a new behavioural measure called the brand health index (BHI) we examine t ... More
Reviewed: Reviewed
Authors: Mirzaei, Abas
Date: 2012
Language: eng
Resource Type: conference paper abstract
Identifier: http://hdl.handle.net/1959.14/204144
Description: In response to calls for marketing managers to be more accountable, this research aims to quantify marketing performance. It develops a robust framework to explore the effectiveness of marketing actio ... More
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