Determinants of brand equity towards fashion clothing in China

Theories on branding have discussed consumer-based brand equity concept resulting in a general brand equity model. However, there is a lack of empirical studies in different contexts to substantiate the model. Based on the reviewed literature, previous studies have not addressed the general consumer...

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Bibliographic Details
Main Author: He, Shuai
Format: Thesis
Language:English
Published: 2016
Subjects:
Online Access:http://eprints.utm.my/id/eprint/81025/1/HeShuaiMFM2016.pdf
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