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 …
被引用次数：75 相关文章

Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry

M Rashid, M Ishak - Journal of Marketing Communications, 2019 - ingentaconnect.com
Previous studies on consumer-based brand equity (CBBE) have maintained that CBBE is a
multidimensional construct which reflects both consumers' perceptions and attitudes …