BRAND TRUST AS A SOURCE OF BRAND EQUITY
| dc.contributor.author | Lyubenova, Veneta | |
| dc.date.accessioned | 2020-06-12T09:22:56Z | |
| dc.date.accessioned | 2020-06-12T09:22:57Z | |
| dc.date.available | 2020-06-12T09:22:56Z | |
| dc.date.available | 2020-06-12T09:22:57Z | |
| dc.date.issued | 2019 | |
| dc.identifier.issn | 1313-6542 | |
| dc.identifier.uri | http://hdl.handle.net/10610/4288 | |
| dc.description.abstract | The theoretical and empirical lack of support for including brand trust in the model of brand equity and the brand-customer relationship paradigm require further investigation of the links between the two terms. For the purposes of the current research, six proposals for operationalisation of brand trust are discussed. A novel classification of its dimensions, namely: consistency, honesty, and concern, and a hypothetical model of brand equity including brand are proposed. | us_US |
| dc.publisher | Tsenov Publishing House | EN_en |
| dc.relation.ispartofseries | 15;28 | |
| dc.subject | brand trust | us_US |
| dc.subject | brand equity | us_US |
| dc.subject | brand consistency | us_US |
| dc.subject | brand honesty | us_US |
| dc.subject | brand concern | us_US |
| dc.title | BRAND TRUST AS A SOURCE OF BRAND EQUITY | us_US |
| dc.type | Article | us_US |
