Functional value vs emotional value: A comparative study of the values that contribute to a preference for a corporate brand
Although many studies have argued that the source of competitiveness has shifted from functional value to emotional value, a comparison of the effects remains inadequate. This study evaluated the influence of each brand image on corporate brand preference in the Japanese automobile industry. An onli...
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| Format: | Article |
| Language: | English |
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Elsevier
2021-11-01
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| Series: | International Journal of Information Management Data Insights |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2667096821000173 |