The Brand Equity Mediation in the Relationship between Physical Evidence and the Intention to Buy in Cosmetics Stores
The present study aims to understand the mediating role of brand equity in the relationship between the physical evidence (environmental, design and social factors) in the purchase intention of the consumers of cosmetic stores. The brand equity concept, which addresses brand value, helps create comp...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculdade Meridional IMED
2019-06-01
|
| Series: | Revista de Administração IMED |
| Subjects: | |
| Online Access: | https://seer.imed.edu.br/index.php/raimed/article/view/2720 |