Model analysis of slogan attitude, brand attitude, and brand recall of retail brands
نویسندگان
چکیده
منابع مشابه
Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity
The brand extension literature outlines a pivotal role of consumers’ brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of how such feedback effects actually materialize on parent brand equity. The present study proposes and examines change in relationship equity as a mediator of the effect of brand extension attitude on change in ...
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ژورنال
عنوان ژورنال: The Research Journal of the Costume Culture
سال: 2013
ISSN: 1226-0401
DOI: 10.7741/rjcc.2013.21.3.338