Nguyen, Thuy D.; Dadzie, Charlene; Davari, Arezoo; … - In: Journal of Product & Brand Management 24 (2015) 6, pp. 554-566
Purpose – The purpose of this study is to measure intellectual capital of the firm through the eyes of the consumer by investigating the relationships between financial-based brand equity (FBBE) and consumer-based brand equity (CBBE) and their related constructs. Design/methodology/approach...