Exploring the Strategic Role of Brand Equity Towards Competitive Advantage in the Smartphone Industry
This study intends to explore the strategic role of brand equity towards competitive advantage from the customer’s perspective in the context of the smartphone market in Kuching, a city located in Sarawak, Malaysia. Based on the two competitive advantage strategies (cost advantage and differentiatio...
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| Main Authors: | , , |
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| Format: | text |
| Published: |
Animo Repository
2019
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/apssr/vol19/iss3/5 https://animorepository.dlsu.edu.ph/context/apssr/article/1239/viewcontent/RA_204.pdf |
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| Institution: | De La Salle University |