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Effect Of Brand Credibility And Innovation On Customer Based Brand Equity And Overall Brand Equity In Turkey: An Investigation Of Gsm Operators, Suphan Nasir, Ozge Guvendik
Effect Of Brand Credibility And Innovation On Customer Based Brand Equity And Overall Brand Equity In Turkey: An Investigation Of Gsm Operators, Suphan Nasir, Ozge Guvendik
University of South Florida (USF) M3 Publishing
Today, challenging and intense global competition conditions have led to the transformation of local and small markets into larger and more developed markets. For this reason, firms have had to make different strategic decisions in order to survive and profit. If firms want to challenge the competitors one way is to increase their brand equity. The main purpose of this research is the effect of brand credibility and innovation on customer based brand equity and overall brand equity in the context of three GSM operators in Turkey. The sample for the study is limited to 589 participants. The data was …
Proceedings Of The Global Conference On Services Management: Volume 2, Cihan Cobanoglu, Valentina Della Corte
Proceedings Of The Global Conference On Services Management: Volume 2, Cihan Cobanoglu, Valentina Della Corte
University of South Florida (USF) M3 Publishing
This is the second volume of the Global Conference on Services Management Proceedings Series.
ISSN: 2641-5062