Customer Based Retail Brand Equity (RBE) Dimensions Effect on Retail Brand Equity for OK Supermarket in Bindura
نویسندگان
چکیده
منابع مشابه
Retail Brand Equity and Consumer Learning
Retail brand equity is a critical differentiator in today's competitive marketplace. However, retail managers have few metrics that they can rely on to manage their brand equity. In this paper, we propose a structural model to describe how retail brand equity is formed in each consumer's mind based on his/her consumption experiences across product categories provided by the retailer. Based on t...
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ژورنال
عنوان ژورنال: International Journal of Business and Management
سال: 2013
ISSN: 1833-8119,1833-3850
DOI: 10.5539/ijbm.v8n19p45