Shuv-Ami, Avichai - In: EuroMed Journal of Business 11 (2016) 3, pp. 322-346
Purpose The current study conceptualizes and empirically tests a new model of market brand equity (MBE). This model, that not just provides an understanding of customer mindsets toward the brand, as most empirical models do, but also measures the marketing benefits of such mindsets. The present...