Lithopoulos, Alexander; Dacin, Peter A.; Berry, Tanya R.; … - In: Journal of Social Marketing 8 (2018) 4, pp. 378-396
Purpose: The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes...