Development of brand equity: evaluation of four alternative models
Abstract
This study examines the development of brand equity by evaluating the influences of brand associations, perceived quality, satisfaction, and brand loyalty. Based on insights from prior research, four models are proposed, which focus on alternative relationships among these four factors. Sample data sets from the banking and discount store services are used to evaluate the relationships between and among these four factors. Results of the...
Paper Details
Title
Development of brand equity: evaluation of four alternative models
Published Date
May 4, 2010
Journal
Volume
30
Issue
6
Pages
911 - 928
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Notes
History