Mohan, Mayoor; Jiménez, Fernando R.; Brown, Brian P.; … - In: Journal of Product & Brand Management 26 (2017) 5, pp. 477-491
phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own performance as emanating from … their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand …-determination theory, brand skill is posited as the link between brand functionality, brand connection and consumer-based brand equity …
