The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses...

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses...

Measuring customer capital – customers’ contribution to current and future revenues – is fundamental to assessing how successful an organization is in turning customer relationships into sustainable competitive advantage. The new business environment requires that companies shift from...