Coudounaris, Dafnis N.; Björk, Peter; Mets, Tõnis; … - In: Administrative Sciences : open access journal 14 (2024) 4, pp. 1-40
Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In order to achieve this goal, an empirical...