Brand equity and competitive advantage in alcoholic beverage products
In the face of growing competition in modern business environment as a result of globalisation and development in information and communication technology, firms are required to gain and sustain competitive advantage. This study therefore investigated the effect of brand awareness, brand assoc...
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Main Authors: | , |
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Format: | Article |
Language: | en_US |
Published: |
Inderscience Enterprises Ltd
2022
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Subjects: | |
Online Access: | http://hdl.handle.net/20.500.12493/713 |
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