Managing the consumer-based brand equity process: A cross-cultural perspective

Volume: 28, Issue: 2, Pages: 328 - 343
Published: Apr 1, 2019
Abstract
Most consumer-based brand equity (CBBE) models are linear and fail to capture the complexity of the brand equity construct and its benefits in terms of key consumer behavioral outcomes. More complex and dynamic models focusing on CBBE as a process often lack empirical support particularly from more than one country. This study builds on and extends previous research by empirically examining the configural nature of the CBBE building process...
Paper Details
Title
Managing the consumer-based brand equity process: A cross-cultural perspective
Published Date
Apr 1, 2019
Volume
28
Issue
2
Pages
328 - 343
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