DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY

Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development of brand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible. This paper attempts to understan...

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Auteurs principaux:	Veeva Mathew, Sam Thomas, Joseph I Injodey
Format:	Artigo
Langue:	Inglês
Publié:	Faculty of Economics, University of Tuzla 2012-11-01
Collection:	Economic Review
Sujets:	brand credibility brand commitment loyalty intentions brand equity structural equations modelling (SEM) sequential chi-square difference tests (SCDT)
Accès en ligne:	https://er.ef.untz.ba/index.php/er/article/view/172
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