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Effect of Business Cycle Fluctuations on the Dynamics of Brand Equity: Role of Brand and Product Characteristics.

Authors :
Rajavi, Koushyar
Kushwaha, Tarun
Steenkamp, Jan-Benedict
Source :
AMA Winter Academic Conference Proceedings; 2019, Vol. 30, pCD-9-CD-11, 3p
Publication Year :
2019

Subjects

Subjects :
BRAND equity
BUSINESS cycles
PRODUCT attributes
MARKETING research
MACROECONOMICS

Details

Language :
English
ISSN :
10540806
Volume :
30
Database :
Complementary Index
Journal :
AMA Winter Academic Conference Proceedings
Publication Type :
Conference
Accession number :
145018257

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