Torres, Anna; Tribó, Josep A. - Department of Economics and Business, Universitat … - 2007
customer satisfaction - the main driver of consumer loyalty - and their impact on a firm’s brand equity. The results show that … customer satisfaction has a positive direct effect on brand equity but an indirect negative one because of reductions in … expense of shareholders, on a firm’s brand equity. The empirical analysis uses an incomplete panel data comprising 69 firms …