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Keywords: Brand performance metrics
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2024) 16 (2): 201–222.
Published: 01 November 2023
...Hardeep Chahal; Renu Bala Purpose The purpose of this study is to revisit brand performance metrics (BPMs) (brand affinity, brand content and knowledge, brand image, brand ethics and brand value) and evaluate the moderated mediation effect of relationship quality (mediator) and relationship...
