The effect of consuming experience on consumer-based brand equity (CBBE): A case study of famous smartphone brand clients in the city of Zanjan

Branding is something not only driven by companies but also induced by the customer needs. The purpose of this study is to investigate the effect of consumer experience and perception on brand experience and brand equity. The research is an applied study in terms of purpose. It was conducted through...

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Bibliographic Details
Published in:	کاوش‌های مدیریت بازرگانی
Main Authors:	Hossein Azimi, Akram Azizollahy
Format:	Article
Language:	Persian
Published:	Yazd University 2020-02-01
Subjects:	brand experience consumer-based brand equity (cbbe) consumption experience
Online Access:	http://bar.yazd.ac.ir/article_1577_f338812d9415969e22e3cbe85ff7bab5.pdf

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