TY  - CHAP 
AU  - Barrio García, Salvador Del
AU  - Rodríguez López, María Eugenia
AU  - Rojas Lamorena, Álvaro José
PY  - 2023
UR  - https://hdl.handle.net/10481/111429
AB  - This chapter addresses a topic that has attracted the attention of brand management researchers over the past few decades: brand equity. However, there are still important unanswered questions. After framing the importance of the topic within the...
LA  - eng
PB  - Edward Elgar Publishing
KW  - Customer-based brand equity
KW  - Brand knowledge
KW  - Brand awareness
KW  - Brand image
KW  - Loyalty
KW  - Brand resonance
TI  - How does brand equity work? A review of theory and a research agenda
DO  - https://doi.org/10.4337/9781803925516.00012
ER  -