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Even after having removed some sources of ambiguity by dividing the field of brand evaluation into two perspectives and suggesting a corresponding terminology, there is still room left for differing views of the concept. Similar to the discussion of the brand concept, in the following an attempt is made to collect varying definitions, detect similarities, and finally provide an integrative and potentially consensual definition of brand “strength” which is in line with the definition of the concept “brand” provided earlier.
KeywordsConsumer Preference Brand Equity Consensual Definition Strong Brand Brand Evaluation
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