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The “Risky” Side of Brand Equity: How Brands Reduce Capital Costs Cover

The “Risky” Side of Brand Equity: How Brands Reduce Capital Costs

NIM Marketing Intelligence Review
Volume 3 (2011): Issue 2 (November 2011)
By:
Open Access
|Jul 2014

Authors

Lopo Rego

lrego@indiana.edu

Matthew T. Billett

mbillett@indiana.edu

Neil A. Morgan

namorgan@indiana.edu

DOI: https://doi.org/10.2478/gfkmir-2014-0044 | Journal eISSN: 2628-166X
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Language: English
Page range: 8 - 15
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 times per year
Keywords:
Consumer-Based Brand Equity,
Firm Risk,
Firm Returns,
Shareholder Value,
Marketing-Finance Interface
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2014 Lopo Rego, Matthew T. Billett, Neil A. Morgan, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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