Constructing an index for brand equity: a hospital example

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Title:	Constructing an index for brand equity: a hospital example
Authors:	王瑜哲 Wang, Yu che
Contributors:	企業管理學系 Business Administration
Keywords:	brand equity;brand equity index;index construction;scale development
Date:	2011
Issue Date:	2014-06-27 10:43:05 (UTC+8)
Abstract:	If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity).
Appears in Collections:	[Department of Business Administration] Journal Articles

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