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
Revue
Recherche et Applications en Marketing (English Edition)
Volume
29
Nombre
4
Pagination
7 - 31
Date de publication
Nov
Soumis le 18 janvier 2019