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Short and O'Brien (1998a, June 15). Capturing the elusive brand. ANA - ESOMAR. Retrieved September 26, 2024, from
https://ana.esomar.org/documents/capturing-the-elusive-brand
Prakash, B. S. (1998a, June 15). Targeting the lower end of the pyramid. ANA - ESOMAR. Retrieved September 26, 2024, from
https://ana.esomar.org/documents/targeting-the-lower-end-of-the-pyramid