Are brands forever? How brand knowledge and relationships affect current and future purchases
Abstract
Purpose – The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases.Design/methodology/approach – The paper uses structural equation modeling to test the significance of the overall model and the specified paths.Findings – It is found that current purchases are affected by brand image...
Paper Details
Title
Are brands forever? How brand knowledge and relationships affect current and future purchases
Published Date
Feb 1, 2006
Volume
15
Issue
2
Pages
98 - 105
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Notes
History