Stakeholder-based Brand Equity (SBBE) : A qualitative study of its development through firm-stakeholder interactions in emerging markets
This thesis challenges the prevailing firm-consumer/customer-centric and dyadic perspective that prevails within the brand equity literature, which is based on a linear, straightforward stimulus-response approach to the creation of brand value. Leaning on the literature on interorganisational relationships, stakeholder theory, market emergence/market driving, and firm internationalisation, which s
