Rodrigues, Paula; Martins, Francisco Vitorino - In: Journal of Fashion Marketing and Management: An … 20 (2016) 4, pp. 507-519
Purpose The purpose of this paper is to propose a brand equity measurement model in the consumers’ mind. The measurement model separates the perceptual component of the behaviour component of individuals in their preferences for brands. That is, as a result of a set of perceptions, consumers...
