Young consumers’ insights on brand equity: effects of brand association, brand loyalty, brand awareness, and brand image
The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis v...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/19923/1/Young%20consumers.pdf https://eprints.ums.edu.my/id/eprint/19923/ https://doi.org/10.1108/IJRDM-02-2014-0024 |
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| Institution: | Universiti Malaysia Sabah |
| Language: | English |