Evaluating the impact of brand experiences on customer-based brand equity for tournament title sponsors
July-December 2021 - Vol 13 Num. 2
The purpose of this study is to evaluate the impact of brand experiences on customer-based brand equity (CBBE) for title sponsors of short-term tournaments. Although prevalent in practice, the intersection of the variables under study has received limited academic probe, the study seeks to empirically illuminate the...
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