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Conceptualizing, Measuring, and Managing Customer-Based ...

Conceptualizing, Measuring, and Managing Customer-Based ...

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penses. As a consequence, marketers need a more thorough understanding of consumer behavior as a ba- Customer-Based Brand Equity / 1 This content downloaded from 152.3.102.242 on Mon, 30 Sep 2013 12:03:07 PM All use subject to JSTOR Terms and Conditions

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