Kumar, Ravi Shekhar; Dash, Satyabhusan; Malhotra, Naresh K. - In: European Journal of Marketing 52 (2018) 3/4, pp. 596-618
Purpose: This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing...
