Comparison of Skin Moisturizer: Consumer-Based Brand Equity (CBBE) Factors in Clusters Based on Consumer Ethnocentrism
This research aims to analyze relevant factors contributing to the four dimensions of consumer-based brand equity in skin moisturizer industry. It is then followed by the clustering of female consumers of skin moisturizer based on ethnocentrism and differentiating each cluster’s consumer-based brand...
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| Format: | Article |
| Language: | English |
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Bina Nusantara University
2014-09-01
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| Series: | Journal the Winners |
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| Online Access: | https://journal.binus.ac.id/index.php/winners/article/view/625 |