Brand Equity A Perspective On Its Meaning And Measurement Pdf

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brand equity a perspective on its meaning and measurement pdf

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Brand equity is very important to marketers of consumer goods and services.

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. Srivastava and Allan D.

Increasing competition has motivated and compelled businesses across industries to develop strategies aiming at retaining customers for profitable growth. Brand played a significant role in enhancing the competitive position of firms, because consumers confer an added value to products or service with high brand value [ Pappu and Quester, ; Alkhawaldeh and Eneizan, ]. Business organizations across all sectors are desirous of offering a strong brand that will create a long lasting impression in the minds of their customers and because of that they may enjoy sustainable competitive advantage. Aaker [] argued in favor of a consumer-based approach of brand equity and maintained that only if there is value for the customer, will there be value to the organization.

Brand equity : a perspective on its meaning and measurement

The system can't perform the operation now. Try again later. Citations per year. Duplicate citations. The following articles are merged in Scholar.

Analytic approaches to product and marketing planning : The second conference. Srivastava, Rajendra K. Shocker, Allan D. A marketer's view of competition and antitrust law. Publications Events.

Brand Loyalty and Brand Equity: Implications for Business Strategy and Brand Management

Proceedings of the World Marketing Congress pp Cite as. The author presents a theoretical model of brand loyalty and brand equity. Brand equity is postulated to be a consequence of the degree of brand loyalty. By identifying the determinants of brand loyalty it is argued that the causal factors of brand equity are also identified. A simple model is delineated to explain how a household selects brands within a product category and how this leads to systematic variance across categories. Imperfect information is stressed as the principal cause of varying risk-behavior across product categories. The paper concludes with the implications for business strategy and brand management.


Provides an overview and synthesis of the brand equity research stream. This resource is not available online. Please request a PDF file at [email protected] Topics.


Perspective on Brand Equity and its Dimensions

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Subhani, Muhammad Imtiaz and Osman, Ms. Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement. Aaker, D. Measuring Brand Equity across products and markets.

Brand equity : a perspective on its meaning and measurement

Focus and Scope.

Measuring customer‐based brand equity

Search Results Start Over. Brand equity : a perspective on its meaning and measurement Request This. R no. Access to this resource may be restricted to users from specific IU campuses.

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Brand Loyalty and Brand Equity: Implications for Business Strategy and Brand Management

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Почему-то ему казалось, что этот филологический ребус Сьюзан не обрадует. - Хочу тебя обрадовать.

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