Brand image and equity : the mediating role of brand equity drivers and moderating effects of product type and word of mouth
Year of publication: |
October 2018
|
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Authors: | Amin Ansary ; Nik Mohd Hazrul Nik Hashim |
Published in: |
Review of managerial science. - Berlin : Springer, ISSN 1863-6683, ZDB-ID 2296460-5. - Vol. 12.2018, 4, p. 969-1002
|
Subject: | Brand image | Consumer-based brand equity | Drivers of brand equity | Word of mouth | Contingent effects | Markenimage | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour |
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