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Research papers

Consumers and their brands

This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers' needs play in such a relationship.The analysis is done in two very different but equally...

Catalogue: Asia Pacific 2005
Authors: Javier Calvar, Goutam Mitra
March 13, 2005
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Citation

Calvar and Mitra (2005a, March 13). Consumers and their brands. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/consumers-and-their-brands