TOWARDS A CONCEPTUAL MODEL ON EMPATHY AND BRAND EQUITY
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 5781-5784
Abstract- Empathy is different for different people. However, the research explores the affective empathy. In affective empathy customers feels same emotions of others even though they are not may be in the same situation or they are not members of the same group (review, rating). The research explores the impact of affective empathy on brand equity.
Keywords: Empathy, Emotions, Ratings Reviews, Brand Equity
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