Assessing the literature on brand equity: From past, present to future

Background: Brand equity is considered to be one of the most important organizational resources. The history of academic research on brand equity traces back to late 1980s.Until now several contributions have been made from past scholars on this concept from different perspectives.The literature r...

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Main Authors: Hanaysha, Jalal, Abdullah, Haim Hilman, Abd Ghani, Noor Hasmini
格式: Article
語言:English
出版: INSInet Publications 2013
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在線閱讀:http://repo.uum.edu.my/19562/1/AJBAS%207%2014%202013%20488-499.pdf
http://repo.uum.edu.my/19562/
http://www.ajbasweb.com/old/ajbas/2013/December/488-499.pdf
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