Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan

Globally, the automobile industry is under immense competitive pressures with a pressing need to develop marketing strategies to effectively engage customers and compete in the market. However, sheer paucity exists in the research literature to address the mounting competitive pressures in the autom...

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Bibliographic Details
Main Author: Farhat, Kashif
Format: Thesis
Published: 2020
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