Agents Influencing Global Brand Equity

The concept of Brand Equity and the factors that often shape and define the value of brands in a global context have changed significantly over the past decade. While the total financial and monetary value of brands overall has practically tripled in 10 years, the brand players are not the same (1).

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Conceptualising consumer-based service brand equity (CBSBE) and

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The mediating role of brand equity on the relationship between the