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1-1 ? ?. ????????????????,?????????,??????????????,???????????. Aaker(1991)????????????????,??????????; Urde(1994)???????(brand-oriented)???????????????; ??????????????????,???????????????(Duncan T., 1999;??.???, 2000;Jeff Cannon, 2001;Aaker,1991, 1995, 1996, 2000;Keller,1993, 2001). 1-2 ???

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