Antecedents of brand image: A conceptual model
The antecedents of brand image are defined as the differential effect of brand knowledge on customer response to marketing of the brand. It is now widely acknowledged by organizations that strong brand image will create a competitive advantage in the marketplace that will enhance their overall rep...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | http://eprints.unisza.edu.my/5007/1/FH02-FESP-15-04447.pdf http://eprints.unisza.edu.my/5007/ |
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