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Validating and assessing Keller's CBBE model for purchasing regional wine

Bandyopadhyay, Argho 2019, Validating and assessing Keller's CBBE model for purchasing regional wine, Ph.D. thesis, Department of Marketing, Deakin University.

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Title Validating and assessing Keller's CBBE model for purchasing regional wine
Author Bandyopadhyay, Argho
Institution Deakin University
School Department of Marketing
Faculty Faculty of Business and Law
Degree type Research doctorate
Degree name Ph.D.
Thesis advisor Hall, JohnORCID iD for Hall, John orcid.org/0000-0002-6453-8964
Wong, Ho Ying
Lee, AlvinORCID iD for Lee, Alvin orcid.org/0000-0002-5364-9124
Date submitted 2019-05
Summary This thesis investigates the brand equity associated with region of origin in relation to wine in a holistic conceptual model, using structural equation modelling. Through the empirical validation of two separate linear relationships between the brand building components in Keller’s CBBE framework, and by showing that brand feeling acts as a partial mediator between brand judgement and brand resonance.
Language eng
Indigenous content off
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Description of original 296 p.
Copyright notice ┬ęThe author
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30132469

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Created: Fri, 22 Nov 2019, 11:43:00 EST by Penny Mcevoy

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.