The Influence of Brand Awareness and Other Dimensions of Brand Equity in Consumer`s Behaviour: The „Affordable Luxury” Strategy
Brand equity is well known for playing a fundamental role in consumer`s puchasedecision,taking into consideration the fact that customers will have a more positive response whenfacing a well-known,familiar brand. The purpose of this paper is to reveal the impact of brand awareness and other brand eq...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Ovidius University Press
2018-01-01
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| Series: | Ovidius University Annals: Economic Sciences Series |
| Subjects: | |
| Online Access: | http://stec.univ-ovidius.ro/html/anale/RO/wp-content/uploads/2018/08/27-1.pdf |