000 01297nam a22001577a 4500
999 _c36170
_d36170
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100 _aOrouei Mehrdad
_9896
245 _aFactors Affecting Brand Equity
260 _aMumbai
_bApex Pvt. Ltd.
_c2020
300 _aVol. 11, Issue No 3, Sept - Dec 2020, Page 149-155
520 _aBrand 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 _aMarketing
_9897
654 _aBrand Equity
_aBrand Management
_aMarketing Mix
_aConsumer segments
_aBrand Personality
_aManagerial Decisions
773 _tInternational Journal of Marketing and Management Research
942 _cAR