Brand Equity and Double Store Brand in Franchise Process
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Abstract
The aim of this work is to verify if and how the coexistence of a double brand in a process of franchising will affect customer loyalty. The analysis is carried out with regard to the perception of the consumer in order to study in deep the role that the maintenance of the original sign can perform in the process of loyalty marketing that retains the customer to the point of sale.
Keywords
- Store Brand
- Brand Equity
- Customer Loyalty
