CUSTOMER-BASED BRAND EQUITY: A LITERATURE REVIEW
Volume: 2, Issue: 1
Published: Jan 1, 2011
Abstract
Brand equity is a concept born in 1980s. It has aroused intense interest among business strategists from a wide variety of industries as brand equity is closely related with brand loyalty and brand extensions. Besides, successful brands provide competitive advantages that are critical to the success of companies. However, there is no common viewpoint emerged on the content and measurement of brand equity. Brand equity has been examined from...
Paper Details
Title
CUSTOMER-BASED BRAND EQUITY: A LITERATURE REVIEW
Published Date
Jan 1, 2011
Volume
2
Issue
1
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