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

• المؤلفون الرئيسيون: Adetunji, Raji Ridwan, Mohd Rashid, Sabrina, Ishak, Mohd Sobhi
• التنسيق: مقال
• اللغة: English
• منشور في: Akademia Baru 2017
• الموضوعات: HD28 Management. Industrial Management
• الوصول للمادة أونلاين: 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...