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Keywords: Brands
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Journal Articles
Journal of Research in Interactive Marketing (2019) 13 (2): 142–161.
Published: 15 May 2019
...Uttam Chakraborty Purpose This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present study tries to determine which the Aaker’s (1991 ) brand equity dimensions have...
Journal Articles
Direct Marketing: An International Journal (2009) 3 (3): 177–185.
Published: 21 August 2009
...Adrian Palmer; Kamal Ghose Purpose Brands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the contribution of staff to internal brand building has not received the importance it deserves...
