Consumer Learning and Brand Equity

Stijn Osselaer, JW Alba

Research output: Contribution to journalArticleAcademicpeer-review

146 Citations (Scopus)
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A series of experiments illustrates a learning process that enhances brand equit
Original languageUndefined/Unknown
Pages (from-to)1-16
Number of pages16
JournalJournal of Consumer Research
Issue number1
Publication statusPublished - 2000
Externally publishedYes

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