Browsing Theses - Business and Social Sciences ITS by Author "Berrigan, Susan"
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An exploratory study into the luxury services SME sector : the impact of brand equity on performance during and economic uncertainty
Berrigan, Susan (Institute of Technology, Sligo, 2009)Branding has evolved over recent decades from being just a name to differentiate products and services to taking on new roles such as a relationship builder and a strategic asset used in planning and budgets (Aaker, 1991, ...