Can After Sale Service Generate Brand Equity
Purpose – This research attempts to empirically expand the Aaker's consumer based brand equity model in hybrid business firms by incorporating after sales service as a new dimension. Exploring and understanding the drivers of consumer based brand equity in a hybrid business context will help in...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Emerald Group Publishing Limited
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/25770 |