Determinants of brand equity towards fashion clothing in China
Theories on branding have discussed consumer-based brand equity concept resulting in a general brand equity model. However, there is a lack of empirical studies in different contexts to substantiate the model. Based on the reviewed literature, previous studies have not addressed the general consumer...
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| Format: | Thesis |
| Language: | English |
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2016
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| Online Access: | http://eprints.utm.my/81025/1/HeShuaiMFM2016.pdf |