Esch, Franz‐Rudolf; Langner, Tobias; Schmitt, Bernd H.; … - In: Journal of Product & Brand Management 15 (2006) 2, pp. 98-105
Purpose – The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases. Design/methodology/approach – The paper uses structural equation...