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Validating a consumer-based service brand equity (CBSBE) model in the airline industry

Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for servicedominant brands, mainly because the role of customer experience with services is often disregarded. Also, the absence of two essential components, brand consistency and perceived value, sign...

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Bibliographic Details
Main Authors:	Sarker, Moniruzzaman, Mohd-Any, A. A., Yusniza, K.
Format:	Article
Language:	English
Published:	Elsevier 2021
Subjects:	HF Commerce
Online Access:	http://eprints.sunway.edu.my/1756/ http://eprints.sunway.edu.my/1756/1/Moniruzzaman%20Validating.pdf

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