Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth
Abstract
In today’s competitive landscape, organizations are progressively searching for valuable practices to create strong consumer-based brand equity. Managers must remain vigilant and receptive to factors that influence brand equity. Accordingly, this paper addresses this issue. Specifically, the paper empirically investigates the mediating roles of three drivers of brand equity in the brand image—consumer-based brand equity relationship and explores...
Paper Details
Title
Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth
Published Date
Apr 22, 2017
Journal
Volume
12
Issue
4
Pages
969 - 1002
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