Validating a consumer-based service brand equity (CBSBE) model in the airline industry
Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for servicedominant brands, mainly because the role of customer experience with services is often disregarded. Also, the absence of two essential components, brand consistency and perceived value, sign...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2021
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/1756/1/Moniruzzaman%20Validating.pdf http://eprints.sunway.edu.my/1756/ http://doi.org/10.1016/j.jretconser.2020.102354 |
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