Connecting the dots of customer-based brand equity to brand engagement : using the disjoint two stage approach of PLS-SEM
Kashif Farhat, Sany Sanuri Mohd Mokhtar, Salniza Md. Salleh
| Alternative title: | Povezanost tržišne vrijednosti marke temeljene na percepciji potrošača i angažmana s markom : korištenje razdvojenog dvostupanjskog PLS-SEM pristupa |
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| Year of publication: |
2020
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| Authors: | Farhat, Kashif ; Mokhtar, Sany Sanuri Mohd ; Salniza Md. Salleh |
| Published in: |
Market : review for marketing theory and practice. - Zagreb : Školska Knjiga, ISSN 0353-4790, ZDB-ID 1196573-3. - Vol. 32.2020, 2, p. 147-168
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| Subject: | brand engagement | brand experience | brand personality | brand attributes | automobile market of Pakistan | disjoint two-stage approach of PLS-SEM | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Pakistan | Marketingmanagement | Marketing management |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.22598/mt/2020.32.2.147 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012625544