Retail Brand Equity: Measurements through Brand Policy and Store Formats
نویسندگان
چکیده
منابع مشابه
Retail Brand Equity and Consumer Learning
Retail brand equity is a critical differentiator in today's competitive marketplace. However, retail managers have few metrics that they can rely on to manage their brand equity. In this paper, we propose a structural model to describe how retail brand equity is formed in each consumer's mind based on his/her consumption experiences across product categories provided by the retailer. Based on t...
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ژورنال
عنوان ژورنال: American Journal of Industrial and Business Management
سال: 2018
ISSN: 2164-5167,2164-5175
DOI: 10.4236/ajibm.2018.83038