论文信息 - Brand Equity and Market-Based Assets of Professional Service Firms

Brand Equity and Market-Based Assets of Professional Service Firms

ABSTRACT The concept of brand equity has received most attention in the context of fast-moving-consumer-goods marketing yet the concept is just as, if not more, important to professional services marketers. This paper explains the distinct nature of market-based assets, such as brand equity, in professional service industries.

Byron Sharp | Byron Sharp

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