A Study On Brand Image And Brand Attitude In Brand Equity (special Reference Of Fmcg Product)

Abstract

Brand Equity Has Been Criticized By Some For An Alleged Lack Of Managerial Relevance. This Paper Reports A Study Which Operationalizes Brand Equity And Empirically Tests A Conceptual Model Adapted From The Work Of Aaker (1991) And Keller (1993) Considerin

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