Building strong brands – does it matter?

Master thesis English OPEN
Aure, Kristin Gaaseide; Nervik, Kristine Dybvik;
(2014)
  • Subject: Brand loyalty | Brand equity | Brand associations | Brand awareness

Brand equity has proven, through several decades of research, to be a primary source of competitive advantage and future earnings (Yoo & Donthu, 2001). Building strong brands has therefore become a priority for many organizations, with the presumption that buildin... View more
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