2017•Review of Managerial ScienceRequires access

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Amin Ansary, Nik Mohd Hazrul Nik Hashim

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Key concepts: Brand equity, Brand awareness, Brand management, Advertising, Structural equation modeling, Marketing, Business, Cronbach's alpha

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Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth — Research Paper | ScholarLens