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Keywords: Commitment
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Journal Articles
The impact of brand concept on brand equity
Open Access
Asia Pacific Journal of Innovation and Entrepreneurship (2017) 11 (2): 233–245.
Published: 07 August 2017
... the mediating roles of emotional attachment and customer commitment. Design/methodology/approach The research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated...
