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The past,present, and future of brand research |
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| Authors: | Oh Travis Tae Keller Kevin Lane Neslin Scott A Reibstein David J Lehmann Donald R |
| Institution: | 1.Columbia Business School, Columbia University, New York, NY, 10027, USA ;2.Tuck School of Business, Dartmouth College, Hanover, NH, 03755, USA ;3.Wharton School of the University of Pennsylvania, Philadelphia, PA, 19104, USA ;4.Columbia Business School, Columbia University, New York, NY, 10027, USA ; |
| Abstract: | Marketing Letters - This article discusses the past, present, and future of brand research. We begin by reviewing three historical eras of branding development in the past: the information,... |
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