The Role of Consumer- Brand Experiences and Relationship in Contributing to Brand Equity for Services
Branding today is conceived as a co-creation process during which brand equity is created through interactions among the stakeholders and personalized consumer experience is an important branding practice for value creation and differentiation from competitors. Consumer-brand relationship has been p...
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Athens Institute for Education and Research
2016-02-01
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| Serie: | Athens Journal of Business & Economics |
| Soggetti: | |
| Accesso online: | https://www.athensjournals.gr/business/2016-2-2-6-Leung.pdf |
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