EFFECT OF ENDORSER CREDIBILITY, BRAND CREDIBILITY, SELF-BRAND CONNECTION ON BRAND EQUITY
نویسندگان
چکیده
منابع مشابه
Brand Trial After a Credibility Change
In most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers' claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf of one brand should suddenly be enhanced b...
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ژورنال
عنوان ژورنال: Business and Entrepreneurial Review
سال: 2019
ISSN: 2252-4614,0853-9189
DOI: 10.25105/ber.v18i2.5309