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SOURCES OF BRAND EQUITY

What causes brand equity to exist? How do marketers create it? Customer-based brand equity occurs when the consumer has a high level of awa...

Brand Equity as a Bridge

Brand Equity as a Bridge Thus, according to the customer-based brand equity concept, consumer knowledge drives thedifferences that manifest...

Defining Customer-Based Brand Equity

Defining Customer-Based Brand Equity Two questions often arise in brand marketing: What makes a brand strong? and How do you build a strong brand? To help answer both, we intro...

Levels of measurement

Levels of measurement LEVEL OF MEASUREMENT Statisticians sometimes refer to four levels of measurement for data: nominal, ordinal, interval, and ratio. This typol...

Variables and data

Variables and data VARIABLES AND DATA In scientifi c research, data arise from experiments whose results are recorded systematically. In business, data usuall...

STATISTICS IN BUSINESS

STATISTICS IN BUSINESS You’ve seen why statistics is important. Now let’s look at some of the ways statistics is used in business. Auditing...

Quality and productivity Improvement process

Quality and productivity Improvement process Foundations of Continuous Improvement Continuous improvement is based on the teachings and philosophy of W. Edwards Deming. Deming is credit...

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