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  1. Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective.Yonggang Qiao, Xirui Yin & Gao Xing - 2022 - Frontiers in Psychology 13.
    Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand’s overall equity requires strategies that the brand managers must implement. Based on Marx’s theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of brand resonance and customer affective commitment (...)
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