Exploració per autor "Yagüe, María J."
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Marketing assets: relating brand equity and customer equity
Romero, Jaime; Yagüe, María J. (OmniaScience, 2016-06)
Article
Accés obertPurpose: Brand equity and customer equity are inextricably linked. Some authors propose that marketing activities build these intangible assets simultaneously. In contrast, others suggest that brand equity is an antecedent ...