The Relationship of Brand Equity to Behavioural Loyalty

Idea posted: May 2018

Institutions: Erasmus School of Economics, Erasmus University    University of Missouri-Kansas City Henry Bloch School of Management    State University of New York At Buffalo School of Management    University of Pittsburgh Joseph M. Katz Graduate School of Business   

Authors:

For many brand managers, the link between brand equity — the knowledge of and trust in the brand that for consumers differentiates that brand from its competitors — and brand…

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