Показване на основна информация на публикация

dc.contributor.authorLyubenova, Veneta
dc.date.accessioned2020-06-12T09:22:56Z
dc.date.accessioned2020-06-12T09:22:57Z
dc.date.available2020-06-12T09:22:56Z
dc.date.available2020-06-12T09:22:57Z
dc.date.issued2019
dc.identifier.issn1313-6542
dc.identifier.urihttp://hdl.handle.net/10610/4288
dc.description.abstractThe 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.publisherTsenov Publishing HouseEN_en
dc.relation.ispartofseries15;28
dc.subjectbrand trustus_US
dc.subjectbrand equityus_US
dc.subjectbrand consistencyus_US
dc.subjectbrand honestyus_US
dc.subjectbrand concernus_US
dc.titleBRAND TRUST AS A SOURCE OF BRAND EQUITYus_US
dc.typeArticleus_US


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Показване на основна информация на публикация