The role of brand equity in a new rebranding strategy of a private label brand
The purpose of this study is to understand the effects of the rebranding process on private label performance output, namely, on brand equity. More specifically, the study aims to investigate the performance of brand equity constructs (brand awareness, brand associations, perceived quality and brand...
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| Other Authors: | , , |
| Format: | article |
| Language: | eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10071/20575 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/20575 |