The influence of brand experiences on consumer-based brand equity

Volume: 28, Issue: 2, Pages: 99 - 115
Published: Nov 21, 2020
Abstract
In markets where products and services have become similar, with no major functional differences and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than the inherent characteristics of products or services perse, brands become a source of differentiation of companies, with its role expanded from an...
Paper Details
Title
The influence of brand experiences on consumer-based brand equity
Published Date
Nov 21, 2020
Volume
28
Issue
2
Pages
99 - 115
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