book chapter

When You Wear the Product, How Does It Project You? Assessing the Effectiveness of the Brand Equity Model for the GTP Brand in Ghana

Celestine Tawiah Bosso
William Kwesi Senayah
Frank Frimpong Opuni
Denis Hyams–Ssekasi

2025Accra Technical University

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Research topics

Consumer Behavior in Brand Consumption and Identification
Digital Marketing and Social Media
Consumer Retail Behavior Studies

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DOI: 10.1007/978-3-031-74657-4_4

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