Now showing items 1-3 of 3
Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
The aim of this research is to analyze links between customer-based brand equity and customer engagement in the field of experiential services (e.g., private health clinics)—taking an emerging economy context as our ...
How does customer perception of salespeople influence the relationship? A study in an emerging economy
Sales and sales force management is a complex activity that largely determines a company's commercial success. Customer perception of the salespeople in terms of expertise, trust, interaction, and risk can drive the ...
CSR and branding in emerging economies: The effect of incomes and education
Sustainable development is a fundamental objective for guaranteeing the future of the planet. Taking into account the impact of emerging economies on the global economy and the scarcity of papers that have considered the ...