Delgado‐Ballester, Elena; Luis Munuera‐Alemán, José - In: Journal of Product & Brand Management 14 (2005) 3, pp. 187-196
Purpose – The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given the fact that trust is viewed as the corner‐stone, as well as one of the most desirable...