Factors Affecting Brand Equity
Publication details: Mumbai Apex Pvt. Ltd. 2020Description: Vol. 11, Issue No 3, Sept - Dec 2020, Page 149-155Subject(s): In: International Journal of Marketing and Management ResearchSummary: 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.| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR0875 |
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.
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