000			01297nam a22001577a 4500
999			_c36170 _d36170
008			210623b ||||| |||| 00| 0 eng d
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