Perspectives: Measure proliferation in advertising research: are standard measures the solution?
Author:
Affiliation:
1. College of Business, Zayed University, Abu Dhabi, United Arab Emirates
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2020.1753442
Reference39 articles.
1. An empirical comparison of consumer-based measures of brand equity
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