A methodological framework for projecting brand equity

Rossolatos George

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(2014) Sign systems studies 42 (1).

A methodological framework for projecting brand equity

putting back the imaginary into brand knowledge structures

George Rossolatos

pp. 98-136

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Full citation:

Rossolatos, G. (2014). A methodological framework for projecting brand equity: putting back the imaginary into brand knowledge structures. Sign Systems Studies 42 (1), pp. 98-136.