After-sales services, brand equity and purchasing intention to buy second-hand product

After-sales services, brand equity and purchasing intention to buy second-hand product

Purpose – This study aims to examine the concept of brand equity and willingness to buy second-hand products in the automobile context. The customer-based brand equity model is used as a theoretical lens to examine after-sales services, brand credibility and brand loyalty as drivers of brand equity...

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Bibliographic Details
Main Authors: Muhammad Danish Habib, Muhammad Arslan Sarwar
Format: Article
Language:English
Published: Emerald Publishing 2021-09-01
Series:Rajagiri Management Journal
Subjects:
after-sales services
brand credibility
brand loyalty
brand equity
intention to buy the second-hand product
Online Access:https://www.emerald.com/insight/content/doi/10.1108/RAMJ-07-2020-0033/full/pdf?title=after-sales-services-brand-equity-and-purchasing-intention-to-buy-second-hand-product

Internet

https://www.emerald.com/insight/content/doi/10.1108/RAMJ-07-2020-0033/full/pdf?title=after-sales-services-brand-equity-and-purchasing-intention-to-buy-second-hand-product

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