A Study of Brand Equity and Customer Equity on Purchasing Phase ─ An example of On-Line Shopping
碩士 === 大葉大學 === 事業經營研究所 === 94 === On-line shopping has been flourishing recenty. Thus, studies on brand equity and customer equity have been more important than ever. Brand equity, as defined by Keller(1993), consists of brand image and brand awareness. Customer equity refers to the customer equity...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/96576408778721285047 |