Mediating model of brand equity and its application

Mediating model of brand equity and its application

Purpose – This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements. Design/methodology/approach – A survey was conducted in Pune and Mumbai, two prominent cities of India....

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Bibliographic Details
Main Authors: Umesh Ramchandra Raut, Prafulla Arjun Pawar, Pedro Quelhas Brito, Gyanendra Singh Sisodia
Format: Article
Language:English
Published: Emerald Publishing 2019-09-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
brand satisfaction
brand equity
path analysis
brand trust
mediation analysis
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2019-0021/full/pdf?title=mediating-model-of-brand-equity-and-its-application

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https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2019-0021/full/pdf?title=mediating-model-of-brand-equity-and-its-application

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