The influence of brand experiences on consumer-based brand equity
In markets where products and services have become similar, with no major functional differences, and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than...
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| Format: | article |
| Language: | eng |
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2021
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| Online Access: | http://hdl.handle.net/10071/21244 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/21244 |