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- W4241654546 abstract "This study attempted to develop the consumer-based brand equity (CBBE) measure by including social responsibility as an additional dimension in India. Five hypotheses were proposed based upon the literature review and included the following variables: brand awareness, brand association, perceived quality, brand loyalty, and social responsibility. All hypotheses were supported. This study developed a new brand equity measurement and provides empirical evidence of the multidimensionality of CBBE." @default.
- W4241654546 created "2022-05-12" @default.
- W4241654546 date "2020-03-24" @default.
- W4241654546 modified "2023-10-05" @default.
- W4241654546 title "The Measurement of Social Desirability and Brand Equity in Emerging Societies" @default.
- W4241654546 doi "https://doi.org/10.33423/jabe.v22i1.2716" @default.
- W4241654546 hasPublicationYear "2020" @default.
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