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Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information, by Itamar Simonson

David Aaker and other scholars have pointed out over the years, brand equity has four components:

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Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

by Itamar Simonson

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