Validating a consumer-based service brand equity (CBSBE) model in the airline industry
Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for service-dominant 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, signa...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Elsevier
2021
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/27240/ |
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