The impacts of competitive product attributes to switching intent as moderated by the brand equity of the incumbent
The objective of this paper is to examine the impacts of utilitarian product attributes of a challenger brand as moderated by the brand equity of the incumbent brand. Qualitative and quantitative research designs were both used in this study. The conceptual framework takes its foundations from the P...
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| Format: | text |
| Language: | English |
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Animo Repository
2020
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| Online Access: | https://animorepository.dlsu.edu.ph/etd_masteral/6263 https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13303/viewcontent/Paz__John_Joshua_Mina_11095865_Edited.pdf |
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| Institution: | De La Salle University |
| Language: | English |