A self-based perspective for consumer-brand relationship: understanding the role of brand attachment in brand equity creation

  • Man Ching Kwan

Student thesis: Master's Thesis

Abstract

Please refer to the "Abstract & TOC" file on the right side
Date of Award2011
Original languageEnglish
SupervisorGerard P PRENDERGAST (Supervisor)

User-Defined Keywords

  • Brand loyalty
  • Brand name products
  • Branding (Marketing)

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