The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting
Volume: 8, Issue: 3, Pages: 55 - 55
Published: May 4, 2017
Abstract
The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer’s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a...
Paper Details
Title
The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting
Published Date
May 4, 2017
Volume
8
Issue
3
Pages
55 - 55
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