Fostering a motivational perspective of customer-based brand equity
Year of publication: |
2015
|
---|---|
Authors: | Ponnam, Abhilash ; Balaji, M. S. ; Dawra, Jagrook |
Published in: |
The marketing review. - Helensburgh : Westburn Publ., ISSN 1469-347X, ZDB-ID 2039374-X. - Vol. 15.2015, 1, p. 3-16
|
Subject: | Customer-based brand equity | Consumer goals | Product benefits | Consumer motivation | Brand management | Markenführung | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Motivation |
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