Published
ประชุมวิชาการระดับนานาชาติ “NIDA International Business Conference 2019 – Transforming Business to the Future”
The Application of Customer-Based Brand Equity (CBBE) in a Store Context: A Critical Review on Store Equity
Abstract
The Customer-Based Store Equity (CBSE) research in marketing and consumer behavior
could be described as inconsistent, disjointed, and unsystematic. Most of the literature in the
field has focused on conceptual model development, measures development, and
identification of research lines. This paper analytically examines the research in CBSE
literature over a decade. The result shows that the CBSE concepts from various studies differ
considerably in terms of conceptualizations and dimensions as well as vary widely across
constructs utilizations in a variety of contexts.
The Application of Customer-Based Brand Equity (CBBE) in a Store Context: A Critical Review on Store Equity. สถาบันบัณฑิตพัฒนบริหารศาสตร์ , ประชุมวิชาการระดับนานาชาติ “NIDA International Business Conference 2019 – Transforming Business to the Future” (380-395).