What is it about?
We created a validated scale to measure a company's brand performance by consumers' perception, helping managers with marketing strategies and reputation management.
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This page is a summary of: Unraveling corporate brand equity: a measurement model based on consumer perception of corporate brands, Journal of Modelling in Management, January 2024, Emerald,
DOI: 10.1108/jm2-04-2023-0067.
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