The relationships between brand attributes and word of mouth on brand identity and brand image

Companies all around the world have to deal with issues relating to brand image development and maintenance because brand image can affect their brand performance. Based on the attribution theory, this research examined the impact of the components of brand attributes, namely brand relevance, brand...

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Bibliographic Details
Main Author: Al Kasassbh, Hazem Mohamad Abd Al Ghany
Format: Thesis
Published: 2017
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