Work

Managing brand equity: Capitalizing on the value of a brand name

Year: 1993

Type: book-review

Source: International Journal of Research in Marketing

DOI: 10.1016/0167-8116(93)90037-y

Author: Gil McWilliam

Institution: London Business School

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2734762201

Cites:

Cited by: 122

Related to: 10