Modeling buyer-based brand equity in industrial settings
This article proposes and empirically tests a model of buyer-based brand equity in industrial settings. We conceptualize industrial buyer-based brand equity as a second-order construct. We examine the mediating role of buyer-based brand equity and the determinant role of corporate reputation.
Références
- Titre
- Modeling buyer-based brand equity in industrial settings
- Type de publication
- Article de revue
- Année de publication
- 2014
- Auteurs
- Dampérat, Maud, Alexandra Lewicki, and Alain Jolibert
- Revue
- Recherche et Applications en Marketing (English Edition)
- Volume
- 29
- Nombre
- 4
- Pagination
- 7 - 31
- Date de publication
- Nov
- Éditeur
- {SAGE Publications}
Soumis le 18 janvier 2019