Family as a source of consumer‐based brand equity

Purpose The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising spending) is analysed as a source of consumer‐based brand equity and its dimensions. Design/methodology/approach An empirical study was conducted in young adults (18‐35) via structural equations model....