Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity

Branding has been a key factor for the software houses, mainly customers’ expectations for a predicted product and real-time experience. The identity and knowledge of brands set a certain set of expectations in the mind of the consumers and the organization’s employees. This study mainly investigate...

Full beskrivning

Sparad:
Bibliografiska uppgifter
Huvudupphovsman: Zijing He
Materialtyp: Artigo
Språk:Inglês
Publicerad: Frontiers Media S.A. 2022-04-01
Serie:Frontiers in Psychology
Ämnen:
brandequity
employee-based brand equity
consumer-based brand equity
brand identification
brand knowledge
Länkar:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.858619/full
Taggar: Lägg till en tagg
Inga taggar, Lägg till första taggen!

Liknande verk