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Keywords: Brand functionality
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Journal Articles
Brand skill: linking brand functionality with consumer-based brand equity
Available to Purchase
Journal of Product & Brand Management (2017) 26 (5): 477–491.
Published: 21 August 2017
...Mayoor Mohan; Fernando R. Jiménez; Brian P. Brown; Caley Cantrell Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey...
