IBM
By: Oksana Alksnina
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,
Du Plessis, C., D’Hooge, S., & Sweldens, S. (2024). The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes,
Pogacar, R., Angle, J., Lowrey, T. M., Shrum, L. J., & Kardes, F. R. (2021). Is Nestlé a Lady? The Feminine Brand Name Advantage
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