TITLE

Modeling buyer-based brand equity in industrial settings

AUTHOR(S)
Dampérat, Maud; Lewicki, Alexandra; Jolibert, Alain
PUB. DATE
December 2014
SOURCE
Recherche et Applications en Marketing (English Edition) (Sage P;Dec2014, Vol. 29 Issue 4, p7
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article proposes and empirically tests a model of buyer-based brand equity in industrial settings. We conceptualize industrial buyer-based brand equity as a second-order construct. We examine the mediating role of buyer-based brand equity and the determinant role of corporate reputation.
ACCESSION #
99614424

 

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