Delgado-Ballester, Elena; Fernandez Sabiote, Estela - In: European Journal of Marketing 49 (2015) 11/12, pp. 1857-1879
functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM). It also analyzes … – Results suggest that the effect of brand experiential value on brand equity and consumer-brand identification was higher than … allocate brand investment to build stronger brand equity and consumer-brand identification and stimulated positive WOM …