Multi-attribute Theory

Multi-attribute Theory and Models
Jaap de Jonge, Editor, Netherlands
When marketers or brand managers are investigating and analyzing the position / affect of an object / brand / product, they can use a simple undimensi...

Brand and Brand Equity
saeed gholami, Business Consultant, Iran, Member
I am doing research about brand equity in oil industry. To establish a justification of brand equity and its dimensions, I need a theory that confirms...