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oa Journal of Marketing - Web 2.0's role in creating brand equity in service industries : online

 

Abstract

As we all know, a brand is greater than its iconography, it is a strategic intangible asset that allows us to command a price premium over the cost, and it's with the brand equity that we measure our value as marketers.

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/content/mfsa1/2008/10/EJC75304
2008-10-01
2016-12-08
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