Validating a consumer-based service brand equity (CBSBE) model in the airline industry

• 主要な著者: Sarker, Moniruzzaman, Mohd-Any, A. A., Yusniza, K.
• フォーマット: 論文
• 言語: English
• 出版事項: Elsevier 2021
• 主題: HF Commerce
• オンライン･アクセス: http://eprints.sunway.edu.my/1756/1/Moniruzzaman%20Validating.pdf; http://eprints.sunway.edu.my/1756/; http://doi.org/10.1016/j.jretconser.2020.102354

Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for servicedominant brands, mainly because the role of customer experience with services is often disregarded. Also, the absence of two essential components, brand consistency and perceived value, sign...