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Store Image and Service Quality - Brand Awareness Dissertation



This Marketing Dissertation Asks Does Brand Awareness, Store Image and Service Quality Lead To Better Perceived Brand Equity? Factors including brand awareness, store image and service quality plays an imperative role for a retail brand to develop its brand image in the modern business world. With this concern, the prime intent of this research study is to determine whether brand awareness, store image and service quality assists the retail brand i.e. Watsons to attain better perceived brand equity in the global business market. The research study aims at identifying how Watsons retail brand has implemented its brand marketing plans and strategies in the East Asian marketplace to develop brand image.

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