Effect of brand inclusivity and brand personality on consumer-based brand equity in B2C market: moderating roles of gender and personal income
Abstract The paper investigates the effect of brand inclusivity and brand personality on consumer-based brand equity. A survey design using cross-sectional approach to data collection was employed. Individual consumer of expensive luxury items constitutes the sample for the study. Convenience techni...
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| Formato: | Artigo |
| Idioma: | Inglês |
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SpringerOpen
2025-09-01
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| Series: | Future Business Journal |
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| Acceso en liña: | https://doi.org/10.1186/s43093-025-00645-0 |
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