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Abstract This study rebuilds a new evaluation model of customer-based brand equity from the cognitive perspective based on the theories of attitude construction and attitude-behavior relationship, and makes a cross-cultural testing via samples from China and Canada. Results implicate that the new model shows a generality in different cultures. However, there are significant differences in the creation process of brand equity.
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Received: 26 August 2009
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Corresponding Authors:
ZHANG Feng
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2010, Vol. 1 
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