Building strong brands: ways and effect
Tanmay Chattopadhyay
Broschiertes Buch

Building strong brands: ways and effect

Determinants and effect of brand equity: A study of passenger car market in India

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This work develops and empirically tests a model for exploring the determinants and effects of brand equity in Indian passenger car market for multiple time (repeat) car buyers. Towards that, the Brand Equity Creation Model developed by Yoo et al. (2000) was expanded and combined with Brand Choice Model developed by Erdem et al. (1999) to develop a new model. Two identified dimensions of brand equity (perceived quality and brand awareness) were found to affect the Overall Brand Equity, which in turn affected the final brand choice made by the consumers. The effect that ten selected marketing a...