Examining the Effect of Perceived Brand Innovativeness on Customer-Based Brand Equity

Seyed Mohammad Saleh Hashemi Apourvari; yaser sobhanifard; Mohammad Hossein Maziarfar

Volume 7, Issue 1 , January 2023, , Pages 77-120

  This research investigates the effects of Customer-perceived brand innovativeness (C.P.B.I.) on Customer-Based brand equity (C.B.B.E.). The research consists of four main phases. In the first step, the factors affecting the subject were extracted through the study of research literature. By studying ...  Read More