How do brand functions influence brand relevance in category (BRiC) using structural equation modelling
Brand relevance in category (BRiC) has been defined as a construct that measures the overall roles of brand in consumer decision making in various product category. It was first introduced in the study of Fischer, Volckner and Sattler (2010), wherein the importance of brands and the extent of BRiC a...
Saved in:
| Main Author: | |
|---|---|
| Format: | text |
| Published: |
Animo Repository
2018
|
| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/9537 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | De La Salle University |