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doi: 10.1111/j.1360-0443.2008.02145.x
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HTPs are also being used by people who have not previously smoked 15 , with adolescents being over twice as likely as adults to have tried one 16
Measuring such intangible assets is complexthe most common metrics on which brand performance and thus brand equity can be judged include market penetration, frequency of purchase, repeat purchase, customer loyalty and the ability of a brand to command a price premium versus other brands in its sector
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