Factors Affecting Brand Equity (Record no. 36170)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01297nam a22001577a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 210623b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Orouei Mehrdad |
| 245 ## - TITLE STATEMENT | |
| Title | Factors Affecting Brand Equity |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Mumbai |
| Name of publisher, distributor, etc | Apex Pvt. Ltd. |
| Date of publication, distribution, etc | 2020 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | Vol. 11, Issue No 3, Sept - Dec 2020, Page 149-155 |
| 520 ## - SUMMARY, ETC. | |
| SUMMARY, ETC. | Brand Equity, a measure of the overall value of a brand management. Brand equity identified as a valuable source of competitive advantage for many organizations. The first aim of this research is to assess the relative impact of brand personality dimensions and perceived marketing actions on brand equity formation. Second, we posit that the relative impact of these two elements varies depending on the consumer segment. Results reveal that consumers can get segmented into four groups for which the relative impact of the two independent contracts vary. These exploratory results indicate that brand equity management should be adapted to specific consumer segments via brand personality dimensions and marketing mix elements. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing |
| 654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS | |
| Focus term | Brand Equity |
| -- | Brand Management |
| -- | Marketing Mix |
| -- | Consumer segments |
| -- | Brand Personality |
| -- | Managerial Decisions |
| 773 ## - HOST ITEM ENTRY | |
| Title | International Journal of Marketing and Management Research |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Article |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| -- | 896 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 897 |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Location (home branch) | Sublocation or collection (holding branch) | Date acquired | Koha issues (times borrowed) | Piece designation (barcode) | Koha date last seen | Price effective from | Koha item type |
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| Dewey Decimal Classification | St. Francis Institute of Management and Research | St. Francis Institute of Management and Research | 06/23/2021 | AR0875 | 06/23/2021 | 06/23/2021 | Article |