Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry
RA Raji, S Mohd Rashid… - Journal of Marketing …, 2019 - Taylor & Francis
Previous studies on consumer-based brand equity (CBBE) have maintained that CBBE is a
multidimensional construct which reflects both consumers' perceptions and attitudes.
However, only few of the extant CBBE models emanate from the context of automotive
brands. As such, this present study employs a qualitative approach using a semi-structured
face-to-face interview among 11 informants, to explore the concept of CBBE in the context of
automotive brands. Also, this study explores the role of social media communications in …
multidimensional construct which reflects both consumers' perceptions and attitudes.
However, only few of the extant CBBE models emanate from the context of automotive
brands. As such, this present study employs a qualitative approach using a semi-structured
face-to-face interview among 11 informants, to explore the concept of CBBE in the context of
automotive brands. Also, this study explores the role of social media communications in …
[引用][C] Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry
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