The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand
Based on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and str...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://hdl.handle.net/11328/4033 |
| Country: | Portugal |
| Oai: | oai:repositorio.uportu.pt:11328/4033 |