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Effect of Consumer Based Brand Equity on Purchase Intention in Consumer Industries: Considering Socioeconomic Status and Gender as Moderating Effects
Aydın, Gökhan (INT MANAGEMENT DEVELOPMENT ASSOC-IMDA, 2015)This study aims to understand the potential effect of consumer based brand equity (CBBE) on purchase intention for a wide range of consumer companies. CBBE is assessed using a model based on Aaker's approach, consequently ...