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Are brands forever? How brand knowledge and relationships affect current and future purchases
Journal of Product & Brand Management
Purpose -The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases. Design/methodology/approach -The paper uses structural equation modeling to test the significance of the overall model and the specified paths. Findings -It is found that current purchases are affected by brand image mostly directly and by brand awareness mostlydoi:10.1108/10610420610658938 fatcat:g4vqdup24jbwdcuv74kotlryhy