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Impact of Brand Community Participation on Brand Equity Dimension in Luxury Apparel Industry - A Structural Equation Modeling Approach

  • Bashir M
  • Ali N
  • Jalees T
South Asian Journal of Management Sciences (2020) 14(2) 263-276
DOI: 10.21621/sajms.2020142.07
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Abstract

The role of consumers in brand management is increasing day by day due to rapid advancements in technology. Communication related to brand has been shifted from one-way (unidirectional) communication (mass marketing) to two-way (bidirectional) …

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APA

Bashir, M. A., Ali, N. A., & Jalees, T. (2020). Impact of Brand Community Participation on Brand Equity Dimension in Luxury Apparel Industry - A Structural Equation Modeling Approach. South Asian Journal of Management Sciences, 14(2), 263–276. https://doi.org/10.21621/sajms.2020142.07

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