Effects of brand value on consumer behavior in the mobile phone market

The aim of this study is to evaluate the brand equity in the mobile telephony market of the Rioverde metropolitan area and its effects on the decision making process of consumer behavior. The concept of brand value was evaluated with the variables loyalty, quality, notoriety and image, the behavior...

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Bibliografiske detaljer
Main Authors:	Gómez Sánchez, David, López Gama, Héctor, Martínez López, Eugenia Inés
Format:	Online
Sprog:	spa
Udgivet:	ACACIA A.C. 2019
Online adgang:	https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/171
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