Developing consumer-based service brand equity (CBSBE): An airline industry perspective / Md Moniruzzaman Sarker

• 主要作者: Md Moniruzzaman , Sarker
• 格式: Thesis
• 出版: 2020
• 主題: HD28 Management. Industrial Management
• 在線閱讀: http://studentsrepo.um.edu.my/14556/2/Md_Moniruzzaman.pdf; http://studentsrepo.um.edu.my/14556/1/Md_Moniruzzaman.pdf; http://studentsrepo.um.edu.my/14556/

The competitive challenges facing airline companies such as consolidation, merger, acquisition and passengers’ dynamic buying behaviour require sound branding strategies that may help organisations survive and thrive effectively. Although contemporary brand equity models have been acknowledged and t...