Credibility and consumer-based brand equity: A multidimensional ‘between-within’ perspective in low involvement settings
Open Access
- 12 July 2026
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Communications
- p. 1-20
Abstract
1. Consumer-based brand equity (CBBE) refers to the value a brand adds to a product in the minds of consumers, shaping their preferences and purchase decisions (Keller 1993). This value rests on br...Keywords
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