Co-building brand equity and customer equity through marketing capabilities : impact on competitive advantage
Year of publication: |
2016
|
---|---|
Authors: | Yagüe Guillén, María Jésus ; Romero, Jaime |
Published in: |
International journal of business environment : IJBE. - [Olney, Bucks.] : Inderscience Enterprises Ltd., ISSN 1740-0589, ZDB-ID 2251468-5. - Vol. 8.2016, 4, p. 344-366
|
Subject: | brand equity | customer equity | marketing capabilities | competitive advantage | Wettbewerbsvorteil | Competitive advantage | Markenimage | Brand image | Marketingmanagement | Marketing management | Kundenwert | Customer value | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing |
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