Brand Communications and Customer Equity: The Mediating Role of Brand Knowledge and Word of Mouth Ads
Brand communication and customer equity are two important concepts in the field of online stores and businesses and considered as criteria for marketing success. The purpose of this study is to investigate the effect of brand communication on customer equity in online stores. In this research, the r...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE Bucuresti
2020-12-01
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| Series: | Romanian Economic Journal |
| Subjects: | |
| Online Access: | http://www.rejournal.eu/sites/rejournal.versatech.ro/files/articole/2020-12-18/3625/ymajidesmaeilpour.pdf |