Winzar, Hume; Baumann, Chris; Chu, Wujin - In: International Journal of Contemporary Hospitality Management 30 (2018) 1, pp. 637-660
Purpose: This paper aims to introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered separately from other brands. The purpose of this paper is threefold: highlighting the theoretical...