Blar i Doctoral Dissertations (SOL) på forfatter "Hem, Alexander Farestvedt"
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Beyond uniqueness: developing and testing a new typology of brand benefit differentiation
Hem, Alexander Farestvedt (Doctoral thesis, 2019-08)Customer-based brand equity (CBBE) theory, the dominant theory of branding, holds that unique associations are the main source of brand differentiation (Keller, 1993, 2012). However, the focus on unique associations as the ...