The effects of marketing mix elements on service brand equity

Ekonomska Istrazivanja

Volumn 22, Issue 4, 2009, Pages 69-83

  Rajh, Edo ^a   Ozretić Došen, Durdana ^b  

^a Ekonomski institut   (Croatia)

^b UNIVERSITY OF ZAGREB   (Croatia)

Author keywords

Brand equity; Marketing mix; Service brand; Strategic brand management

Indexed keywords

CORPORATE STRATEGY; HYPOTHESIS TESTING; MARKETING; NUMERICAL MODEL; PRODUCT DEVELOPMENT; STRATEGIC APPROACH;

EID: 77749314838     PISSN: 1331677X     EISSN: None     Source Type: Journal    
DOI: 10.1080/1331677X.2009.11517392     Document Type: Article

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