Validity and reliability of automotive consumer-based brand equity and consumer response measurement scales

Developing and managing brand equity are top priorities for many organizations because brands are one of the most valuable organizational assets. ConsumerBased Brand Equity (CBBE) also explains how brand knowledge and brand associations influence consumers’ behaviors and consumer responses. The exta...

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Bibliographic Details
Main Authors: Adetunji, Raji Ridwan, Mohd Rashid, Sabrina, Ishak, Mohd Sobhi
Format: Article
Published: Akademia Baru 2017
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