The Influence of Brand Awareness and Brand Image on Brand Equity - an Empirical Study of Logistics Service Providers
Aim/purpose - This article presents the results of research referring to Keller's brand equity concept. The fundamental objective of the research was to examine the influence of brand awareness and brand image on brand equity. We were also interested which force of influence is greater. Design/...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Publishing House of the University of Economics in Katowice
2018-09-01
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| Series: | Journal of Economics and Management |
| Subjects: | |
| Online Access: | https://www.ue.katowice.pl/fileadmin/user_upload/wydawnictwo/JEM_Artyku%C5%82y_31_60/JEM_33/06.pdf |