Practice Prize Paper-BRAN*EQT: A Multicategory Brand Equity Model and Its Application at Allstate
| Year of publication: |
2008
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| Authors: | Shankar, Venkatesh ; Azar, Pablo ; Fuller, Matthew |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 27.2008, 4, p. 567-584
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