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Components of brand equity of Binh Thuan Dragon fruit
2014
Science and Technology Development Journal
The paper aims at building the theoretical model of brand equity and developing a measure for brand equity of Bình Thuận dragon fruit. The results also show that the brand equity of Bình Thuận dragon fruit have 05 components: (i) Brand awareness, (ii) perceived quality, (iii) brand association, (iv) brand loyalty and (v) perceived safety.
doi:10.32508/stdj.v17i2.1339
fatcat:bkzfrq6cdfbqpago6pypr4ue4u