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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Bibliographic Details
Main Authors: Emenike O., Kalu, Moses, Agaba
Format: Article
Language:en_US
Published: Inderscience Enterprises Ltd 2022
Subjects:
Online Access:http://hdl.handle.net/20.500.12493/713
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