The Impact of Founder as brand on Customer Based Brand Equity: A case study on CAIA Cosmetics & Djerf Avenue
Purpose: This study aims to analyse how the founder as brand concept can affect Customer Based Brand Equity. The research aims to contribute insights on how founder representation can strengthen or weaken brand perception among consumers. Methodology: This research follows a quantitative, abductive design. Primary data were collected through a semi-structured focus group interview and secondary da
