Philip P. W. Wong
Abstract: A number of previous studies suggest that an increase in customer-based brand equity (CBBE) can lead to greater competitiveness of the brand by influencing consumer behaviour through the greater possibility of brand selection, increased brand loyalty, reduced price sensitivity, and a willingness to pay more for the brand (Aaker, 1991; Keller, 1993, Pitta & Katsani, 1995; Wood, 2000). However,...