Brand as a Customer Value Driver: Relationships with Customer Engagement
This article presents theoretical considerations regarding the concept of ‘brand’, identifying it as a value driver for customers and defining how important a brand is in the value creation process. Brand-related constructs (brand strength, brand value, brand equity, brand awareness, brand knowledge...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2022-03-01
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| Series: | Marketing of Scientific and Research Organizations |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/minib-2022-0003 |