Conceptualizing, Measuring, and Managing Customer-Based ...
A brand can be defined as "a name, term, sign, sym- bol, or design, or combination of them which is in- tended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors" (Kotler 1991; p. 442). These individ- ual brand components are here called "brand identi-
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