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Consumer-Based Brand Equity: A Reserch Synthesis and Direction

Springer Nature, (2015), 119-123
DOI: 10.1007/978-3-319-10963-3_62
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Abstract

This study attempts to overview the previous brand equity literature and to provide insight for future research direction. To serve the purpose, the study first reviews academic models from different perspectives, and then summarizes industry models. Future research direction will be presented after these reviews.

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APA

Ye, L., & Huang, L. (2015). Consumer-Based Brand Equity: A Reserch Synthesis and Direction. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 119–123). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_62

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