Реалистический взгляд на фирменные марки создает эмпирические утверждения о потребительском поведении. Чтобы установить их законность, доступные для проверки опытом гипотезы будут должны быть разработаны и сопоставлены с первичными и вторичными данными относительно марочной осведомленности и марочного выбора.
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