Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers
This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample of 306 university students aged between 16 an...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2018-07-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/6502 |