Davcik, Nebojsa S.; Silva, Rui Vinhas da; Hair, Joe F. - Unidade de Investigação em Desenvolvimento … - 2014
This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand value formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the...