Mishra, Abhishek; Dash, Satya Bhushan; Cyr, Dianne - In: Journal of Product & Brand Management 23 (2014) 4/5, pp. 333-348
Purpose – The study aims to explore the buildup of consumer-based brand equity (CBBE) from positive derived experiences. Rewarding experiences with products make a user feel good about their decision to buy and use them. Those feelings get accrued as strong consumer–brand relationship,...