2022
DOI: 10.17261/pressacademia.2022.1627
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Brand equity, brand loyalty and the mediating role of customer satisfaction: evidence from medical cosmetics brands

Abstract: Purpose- The importance of concepts such as brand loyalty, brand equity and customer satisfaction towards brands has been dramatically shown in marketing literature throughout recent decades. Current study aims to examine the mediating role of consumer satisfaction in relation to consumer-based brand equity and brand loyalty in the medical cosmetics industry, whilst empirically investigating the inter-relationships between dimensions of brand equity. Methodology- A theoretical model was adopted using Structura… Show more

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Cited by 4 publications
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