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Rohit Kapoor

The author is Associate Professor at IIM Indore and an alumnus of IIM Ahmedabad.

Latest Articles By Rohit Kapoor

Role of Associations In Building Brand Perceptions

Rohit Kapoor

Harsh Pamnani & Rohit Kapoor When you find brands with similar features, prices, & advertising then how do you choose a brand over others? Mostly you buy based on the reputation of the brand. Sometimes, you even buy products of better brands at higher prices though they serve the same utility served by lesser priced brands.

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