Davcik, Nebojsa S.; Vinhas da Silva, Rui; Hair, Joe F. - In: Journal of Product & Brand Management 24 (2015) 1, pp. 3-17
Purpose – This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as...
