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

• Main Authors: Adetunji, Raji Ridwan, Mohd Rashid, Sabrina, Ishak, Mohd Sobhi
• 格式: Article
• 語言: English
• 出版: Akademia Baru 2017
• 主題: HD28 Management. Industrial Management
• 在線閱讀: http://repo.uum.edu.my/25861/1/ARBMS%209%201%202017%2021%2035.pdf; http://repo.uum.edu.my/25861/; http://www.akademiabaru.com/arbms.html

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...