Brand Extension as a Catalyst for Brand Equity Formation and Reinforcement: A Conceptual and Empirical Examination

Brand Extension Brand Equity Customer Retention Brand Association Brand Trust

Chiyem Okorie — volume 11, issue 4 — pp. 52-68

Brand Equity and Consumer Purchase Decision of Heineken Lager Beer in Delta State, Nigeria

Purchase Decision Brand Loyalty Brand Association Brand Awareness Heineken Lager Beer

Oghenenyerhovwo R. Inoni — volume 9, issue 2 — pp. 147-159