Habib, Muhammad Danish; Sarwar, Muhammad Arslan - In: Rajagiri management journal 15 (2021) 2, pp. 129-144
Purpose: This study aims to examine the concept of brand equity and willingness to buy second-hand products in the … automobile context. The customer-based brand equity model is used as a theoretical lens to examine after-sales services, brand … credibility and brand loyalty as drivers of brand equity and willingness to buy the second-hand product. Design …