Connecting the dots of customer-based brand equity to brand engagement : using the disjoint two stage approach of PLS-SEM
Alternative title: | Povezanost tržišne vrijednosti marke temeljene na percepciji potrošača i angažmana s markom : korištenje razdvojenog dvostupanjskog PLS-SEM pristupa |
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Year of publication: |
2020
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Authors: | Farhat, Kashif ; Mokhtar, Sany Sanuri Mohd ; Salniza Md. Salleh |
Published in: |
Market : review for marketing theory and practice. - Zagreb : Školska Knjiga, ISSN 0353-4790, ZDB-ID 1196573-3. - Vol. 32.2020, 2, p. 147-168
|
Subject: | brand engagement | brand experience | brand personality | brand attributes | automobile market of Pakistan | disjoint two-stage approach of PLS-SEM | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Pakistan |
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