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Keywords: Brand equity
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Journal Articles
Quality as the cornerstone in hybrid business models: building brands and shaping consumer behaviour
International Journal of Quality & Reliability Management (2025) 42 (6): 1851–1882.
Published: 27 December 2024
...Mikul Budhiraja; Ishwar Mittal Purpose This research explores how perceived product and service quality affect brand equity within hybrid business models, particularly in the automotive industry. Additionally, it examines how brand equity influences consumer behavioural intentions, emphasising...
