Do high brand equity and very high brand equity require different conditions? : an empirical study using fsQCA
Year of publication: |
2018
|
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Authors: | Torres, Pedro M. ; Augusto, Mário Gomes ; Godinho, Pedro Manuel Cortesão |
Published in: |
International journal of economics and business research. - Olney, Bucks. : Inderscience, ISSN 1756-9850, ZDB-ID 2481914-1. - Vol. 16.2018, 2, p. 263-279
|
Subject: | brand equity | brand loyalty | perceived quality | brand awareness | fsQCA | qualitative comparative analysis | fuzzy sets | configurational analysis | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Fuzzy-Set-Theorie | Fuzzy sets | Beziehungsmarketing | Relationship marketing | Qualitative Methode | Qualitative method |
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