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mall equity.
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Topic Article
Mall equity measurement based on brand equity conceptualization
M. Hakan Altintas • F. Bahar Isin • Serkan Kilic • Hans Ruediger Kaufmann
Volume 05 Issue 2 · 24 Feb 2012
The main purpose of this paper is to determine whether brand awareness, brand association, brand service quality and brand loyalty factors can be taken as the elements of mall equity elements in a second order context.…