Delgado-Ballester, Elena; Fernandez Sabiote, Estela - In: European Journal of Marketing 49 (2015) 11/12, pp. 1857-1879
Purpose – The purpose of this study is to analyze the relative higher impact of brand experiential value over brand functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM). It also analyzes whether the impact of these brand values in...