Brand and customer management mindsets creating brand relationships and equity in young adults
Purpose: Players in the highly competitive smartphone industry can use either brand management mindset (BMM) or customer management mindset (CMM) to build consumer-brand relationships and ultimate customer-based brand equity (CBBE) in different market segments. This research integrates three models...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2025-07-01
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| Series: | South African Journal of Business Management |
| Subjects: | |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/5204 |
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