Natalia Kochkina

National Research University Higher School of Economics

Myasnitskaya street, 20

Moscow, Moscow 119017

Russia

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What Affects Brand Equity: The Precise Measurement with Consumer Choice Model

Higher School of Economics Research Paper No. WP BRP 26/MAN/2014
Number of pages: 20 Posted: 23 Oct 2014 Last Revised: 12 Nov 2014
Natalia Kochkina, Olga Novikova and Dmitriy Potapov
National Research University Higher School of Economics, National Research University Higher School of Economics and National Research University Higher School of Economics
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Abstract:

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brand equity, scanner data, marketing-mix instruments, product assortment